We create next generation mobility services and vehicles

In vast swathes of the world, most movement has been halted. Once people are able to travel once again, will they go back to their old ways of moving around?

Unlikely.

In attempting to predict a likely future state for the automotive industry specifically, to me one thing is clear: this crisis will trigger a shift in consumer preferences.

I predict two main—but somewhat opposing—shifts.

##### __Firstly, more people will prefer to use a car rather than public transport.__

When people will once again be able to travel, it is fair to assume that many will be reticent to use public transport that is packed with people, in close proximity, touching dirty surfaces. Given the choice, would you be willing to do that on a daily basis to get to work? Or exposing your family to that?

Another factor to remember is that [falling oil prices](https://www.bbc.com/news/business-52367052) may make using a car more attractive, at least from an economic perspective if and when the fall in oil prices are translated to the prices consumers pay at the pumps.

##### __The second shift is that less people will want—or be able—to buy a car.__

While the value of having your own personal space is clear, the economic crisis means that people are not going to be able to afford a car. It is obvious that the immediate macro-economic impact of the crisis has led to high unemployment, which will directly translate into less demand for new cars.

Even for those people whose work has not been affected, many will have become accustomed to teleworking, which will likely become far more prevalent even once the crisis is over. This will mean that fewer people will need to commute, and those that do will do so less often, translating into less willingness to pay for an expensive/new car.

And what about the newfound, widespread focus on sustainability? This year’s crises—including the Australian bushfires and COVID-19—have brought people highly visible, immediate, and tangible effects of what is being characterised as a lack of respect for and acknowledgement of the limits of the environment. I predict that this will also have a downward effect on demand for new, privately owned cars. Yes, fuel prices might fall, but increasing fuel consumption and buying and throwing away cars are not going to be seen as part of the answer.

Given the reduction in willingness to use public transport and the reduction in ability/willingness to buy a new car, my prediction is that there will be a surge in demand for shared (and preferably electric) vehicles.

In the short term, this will be a boon for electric shared car service providers—such as Ferrovial’s Zity, VW’s WeShare, and Daimler/BMW joint venture SHARE NOW—but there are two key pain points that these services do not address:

• __Peace of mind around the service__: How will the service provider guarantee that the in-car environment—particularly the steering wheel, touchscreens, etc.—will not be contaminated.

• __Fitness for purpose of the vehicle__: Given that these vehicles were designed first and foremost for the private ownership market, do the cars do the jobs that car sharers want from them? What could they do better if they were built, first and foremost, for sharing?

I believe that both of these challenges strike at the heart of automakers’ traditional weaknesses, but could be sources of opportunity.

![](https://cms.mormedi.com/uploads/carsharing_zity_ferrovial_renault_8ac611f048.jpg)

##### __Designing a mobility service for the post-COVID-19 world__

It is no secret that automakers’ traditional strengths and core competencies in manufacturing have caused them to lag behind in how to successfully design for, and capture value from, Mobility as a Service, relying instead on a traditional waterfall approach beginning with the vehicle and considering the service a mere add-on.

How much more powerful would it be if an automaker really looked at the shifts in consumer behaviour, and designed new mobility solutions based on consumer pains and jobs to be done focused on the service, with the form of the vehicle following the function required from it?

We have seen mobility service providers quickly roll out minimum viable solutions to the coronavirus challenge: for example, [Didi Chuxing (China’s answer to Uber) started sticking up protective plastic dividers between drivers and passengers in its cars, setting up 46 shield installation points and 9 disinfection stations around Beijing](https://www.youtube.com/watch?v=YQXJJhf_goM). But this was in response to taxi drivers taking matters into their own hands and [making makeshift barriers themselves](https://www.youtube.com/watch?v=CXJHp_zmgTE), or even [wearing hazmat suits](https://www.youtube.com/watch?v=q2MxyONxfbg).

But these are temporary solutions that illustrate a real problem.

What could service providers—automakers, ride hailing companies and car sharing companies alike—do to ensure not only that vehicles are safe, but that people _feel_ safe?

To successfully address consumers’ concerns, companies must firstly make sure that they understand deeply what consumers care about and secondly, make service design a priority.

>  
> While in the old days, interactions with the car and the use cases for a car were limited to those dictated by one owner, shared cars will be used by multiple people for multiple different purposes on any given day. How could one car adapt to all those needs?
> 

##### __Designing a vehicle for the post-COVID-19 world__

Even if services are put in place to give users peace of mind around shared vehicles, the fact remains that these vehicles were never intended to be shared, and therefore are not built for purpose. Some upstart companies—Chinese/Swedish [Lynk &amp; Co](https://www.lynkco.com/mobility/more-than-a-car) springs to mind—have created cars with shareability in mind from the start, but we are still a long way from a car that has been designed with the needs of car sharing as being foremost.

While in the old days, interactions with the car and the use cases for a car were limited to those dictated by one owner, shared cars will be used by multiple people for multiple different purposes on any given day. How could one car adapt to all those needs? How should a car allow interaction with a multitude of different people?

##### __What could a purpose-built shared car look like?__

Answering these questions would require a deep study of customer needs and behaviours in different contexts, and an integrated approach that takes in service design and digital touch points, as well as the physical design of the car.

Any car company that does this could really build themselves a differentiated advantage. It is here that automakers could really shine, as Uber and other service providers cannot suddenly start building cars.

##### __Driving forward__

The world is going to look and feel rather different to the world we had before, and all companies must prepare to address new concerns and understand new consumer preferences.

An integrated design approach across service, digital, and physical, based on a deep understanding of customer’s needs and concerns, will be key to make the changes required to business for survival post-crisis.

Whoever answers the call to understand new consumer preferences and make a vehicle that is more adaptable, more sustainable, and with a service that feels secure, will surely find a place in the post-COVID-19 world.

What are you doing to prepare for this shift?



If you would like to discuss how we can help you generate new value for your customers, please email maruan\[at\]mormedi.com.



large_carsharing-zity-ferrovial-renault.jpg

medium_carsharing-zity-ferrovial-renault.jpg

small_carsharing-zity-ferrovial-renault.jpg

thumbnail_carsharing-zity-ferrovial-renault.jpg

carsharing-zity-ferrovial-renault.jpg

How can the auto industry give users want they want in the post-COVID-19 world?

![](https://cms.mormedi.com/uploads/Mormedi_FUCAM_27772ff049.png)

_Lower deck concept co-created by Mormedi as part of the Future Cabin for the Asian Market projec_

##### __What’s the current situation?__

According to [Moody’s](https://www.reuters.com/article/us-health-coronavirus-airlines/global-airline-capacity-may-fall-up-to-35-in-2020-on-coronavirus-moodys-idUSKBN2173A9), global airline capacity may fall up to 35% in 2020 due to the effects of the coronavirus.

When we look for reference points to compare with, there is little that can equal the current crisis. This crisis is orders of magnitude more devastating than the SARS outbreak of 2003. SARS affected the industry for a period of six months and was geographically rather limited, with almost 90% of the 8,096 total cases confined to China and Hong Kong. Unfortunately, this health crisis has spread all over the world, and will cause the airline industry to feel its effects for a much longer period.

##### __What actions is the industry taking?__

Airlines are already responding to this dramatic situation. Lufthansa announced last week that will retire 42 aircraft from its fleet, including six A-380s. With this reduction Lufthansa is reducing its future capacity by 20%. AIG also has cut its capacity temporarily by 90%. IATA has announced that airlines will likely be unable to reimburse the money for flights that will not operate due to a lack of liquidity.

Travel restrictions will probably continue until the end of 2020 in many regions. Countries will have new immigration policies regarding healthcare and stricter border controls.

##### __How will this affect the industry?__

With this situation I am afraid that the future of many airlines will be compromised; especially low-cost airlines. Airlines are coming under strong financial stress already and we are going to see many bankruptcies soon, as well as a spate of mergers &amp; acquisitions within the next 6 months.

I believe that leisure travel is going to be more affected than business travel for at least the next 6-12 months, and it is going to take us at least a few years to return to the same numbers of passengers flying as we had before the COVID-19 crisis.

That is not to say that business travel will bounce back quickly. This crisis has caused the majority of businesses to accelerate their digital transformation and teleworking efforts, teaching companies the power of—and potential cost savings afforded by—tools like Zoom, Teams, and Webex, which will surely be in much greater use even after this crisis is over.

The OEMs, led by Airbus &amp; Boeing, will also be tremendously affected. In my conversations with cabin interior suppliers, I hear that they are expecting a decrease in demand for new aircrafts of 30% over the coming years. We will probably see many aircraft orders cancelled or postponed. In fact, the low price of fuel will erode the rationale for efficiency savings enabled by newer aircrafts, such us the A350 and the B787, and many airlines will choose to maintain their older fleets.

##### __What will change?__

COVID-19 is going to change the world as we know it. The lockdown in place in many countries is going to provoke a change in consumer habits and a fundamental shift in values. Passengers that will travel in the future will care more about the cleanliness of the aircraft, privacy, and seat density. It could be reasonable to assume that the economic drivers that this industry has being dealing with over the last few decades will no longer be as valid. Many airlines will have to adapt their products to new requirements and travelling will become more selective and more expensive, much as it was 20 years ago.

I think there is going to be a lot of space for innovation. Airlines that are able to adapt quickly to this new environment will survive and will get out of this crisis in a stronger competitive position.

Airlines will have to review all their processes to become more efficient, like reviewing their cleaning processes to guarantee the health of the passengers (especially around the touch screens, dining tables, arm rests, etc.). Maybe reviewing the health of their passengers and cabin crew before boarding will become a new standard, in order to guarantee the health and safety of everyone onboard.

Airlines will also have to review how they go about their customer segmentation and look into customer preferences, as I am quite sure after this crisis preferences will have changed, and this will have an impact on cabin layouts &amp; LOPAs.

Inside the cabin, we are going to see an acceleration in the roll out of newer interfaces such as voice control (versus touch screens), as well as CMF that will be determined not only by aesthetics but also by antibacterial function.

##### __A time for renewal__

In conclusion, airlines will have to review the whole passenger experience and reconsider the entire user journey, as many touch points will have to be redesigned to adapt to our new circumstances and way of travelling.

Isn’t it likely that many passengers would pay extra for extra space and peace of mind—like not having anyone sitting next to them—when travelling in a sealed cabin?

The way we will travel in the future will be much different than it has been up to now, and hopefully, in a lot of ways, for the better.

_This article originally appeared in [Aircraft Interiors International](https://www.aircraftinteriorsinternational.com/industry-opinion/airlines-need-to-adapt-to-survive-and-thrive.html)._

If you would like to learn about how Mormedi can help your company innovate in transportation and mobility, contact us at madridHQ\[at\]mormedi.com.



large_Mormedi-FUCAM.png

medium_Mormedi-FUCAM.png

small_Mormedi-FUCAM.png

thumbnail_Mormedi-FUCAM.png

Mormedi-FUCAM.png

Convincing people to fly again will require cleaner, less dense, and more “contactless” cabins

![](https://cms.mormedi.com/uploads/unnamed_6_86b7e2f676.jpg)

Whilst most predict that __Autonomous, Connected, Electric &amp; Shared (ACES)__ vehicles will eventually overtake traditional vehicles, there are still many unknowns regarding use cases and how these may differ between different contexts and countries.

We brought together two top experts in mobility in order to identify the challenges and approaches that key players must carry out in order to succeed in the new mobility revolution.

Tesla’s former VP for EMEA and current CEO of b3 Energy, Ben Hill, together with Mormedi CEO, Jaime Moreno, discussed the challenges that incumbents and new players will face from a customer experience, infrastructure, design, and technology perspective.

Here are five takeaways from their discussion.

#### __Sustainability is expensive__

Although EVs have been on the market for some years now, the uptake has lagged the potential. This is due to the challenges that owning an EV entails. What are the pain points and the jobs to be done in order to ease the transition from regular cars to EVs?

According to Jaime Moreno, everyone wants to have a sustainable vehicle but not everybody is willing to pay a significant sum more upfront. Ben Hill agrees, and adds that when looking at all the charging difficulties and costs that owning an EV demands, it is normal that people would be hesitant. However, costs are coming down due to increases in volume and scale. Also, the technology that we have right now will improve and/or change in the next 3-5 years, therefore alleviating certain challenges such as battery limitations and charging infrastructure in cities.

![](https://www.mormedi.com/wp-contenthttps://cms.mormedi.com/uploads/2019/07/DSC02331-1.jpg)

#### __Fear of the new__

One point that was brought up by Ben is the fact that people are afraid of owning an EV. From the customer experience perspective, people don’t think EVs will have enough range for long trips. Another concern is the ability to charge the vehicles due to a lack of infrastructure in major cities and roads.

Likewise, Jaime indicated that range is one of the biggest problems. “Many people only have one car. If people cannot use their car to go on a holiday trip, they’re not going to buy one.” However, Ben added that EV technology is not standing still, it will improve, and we will overcome these barriers.

#### __The cleanest of the dirty options__

We think of EVs as being a green and eco-friendly solution to mobility. Nonetheless, it is a reality that lithium batteries have an impact on the environment when they are disposed.

Jaime indicated that people are concerned on what will they do with a lithium battery once they cannot use it anymore. If disposed incorrectly the entire sustainability purpose will be lost. This being said, Jaime still believes that EVs represent a great answer to pollution in cities. According to Jaime, in the next 3-5 years we will see many central areas of major cities forbidding the entrance of traditional combustion cars, thus forcing their inhabitants to adopt new mobility solutions.

Ben explained that we have very strict legislation on how to get rid of lithium batteries and companies in place to do that recycling: “You can probably recycle and reuse 70% of the batteries; the other 30% that cannot be recycled needs to be disposed as a chemical waste. However, this is still the cleanest of the dirty options, but as long as you can recycle and get the maximum value from lithium batteries it will be our best option.”

![](https://www.mormedi.com/wp-contenthttps://cms.mormedi.com/uploads/2019/07/DSC02338-1.jpg)

#### __AVs: enjoy the ride__

Regarding Mobility as a Service (MaaS), it is likely that in a few years we will see the vast majority of passenger miles done in fleet vehicles than in private cars, especially with the potential transition to autonomous vehicles (AVs). If people are currently skeptical about EVs, how difficult will it be for customers to accept AVs?

According to Jaime, manufacturers and auto companies need to develop trust with consumers. He believes that there is already some precedent, and gives the example of driverless metro trains in airports and the fact that passengers are comfortable with those. Nevertheless, Jaime believes that “people do need to feel safe in the streets; this means there needs to be a change of behavior and for a change of behavior we might need 3-7 years.”

AVs also raise the question of what the passenger experience will be when people transition from being drivers to being driven. When looking at the different types of services that auto companies could offer AV passengers, Ben commented, “In today’s world everyone is connected except from when we are in a car. If we are connected in a car it means that we are doing something illegal or dangerous… AVs bring an opportunity to the table to make dead time productive.” This brings an excellent opportunity for retailers, personalized services, etc. Strategic design, with a focus on customer experience, plays an important role in uncovering customer needs and designing for them, said Ben.

![](https://www.mormedi.com/wp-contenthttps://cms.mormedi.com/uploads/2019/07/DSC02343-2.jpg)

#### __Winners and Losers__

Finally, we asked our two speakers who will be the winners and the losers in the EV revolution. Who will profit from the changes and who will suffer as mobility changes over the years?

Ben believes car companies will have difficulties uncoupling themselves from the dealership concept, meaning they will have to innovate or change the way they see the market. The same goes for petrol companies, which will have to rethink their retail concepts to continue to make money.

Moreover, Ben believes users will win big. For example, some EVs have the ability to store electricity that can—depending on the country’s legislation—be sold back to the grid. According to Ben, this will reduce the need for centralized power generation at power stations and could significantly reduce the cost of electricity.

For Jaime, in the next decade, 80% or more of new vehicle sales will be to fleets, and margins will be lower for vehicles. “I believe in that there will be a merger between dealers and brands, as well as a reduction in the number of car brands. So, in 10 years I believe that we will definitely see the biggest disruption in the auto industry in a century”.



large_FME.jpg

medium_FME.jpg

small_FME.jpg

thumbnail_FME.jpg

FME.jpg

Electric Vehicles and Beyond: Towards a More Sustainable Mobility Future

![](https://mormedi.com/wp-contenthttps://cms.mormedi.com/uploads/2019/04/shutterstock_268840466.jpg)

Nobody can resist the changes we experience daily. The airline industry knows it and they are starting to respond to the great challenges they are facing. What is the future aircrafts going to look like?

__The tubular world__

The tubular aircraft structure is here to stay for at least another 30 years, so the industry will have to get creative to enable larger passenger density in the same amount of space. We have witnessed several solutions thus far that address this issue such as double deck in a single cabin or seat stools. These solutions might seem far away but fuel prices will raise in time and airplanes are not going to get any bigger, so don’t be surprised if they become a reality.

__Personalized &amp; memorable experiences__

With aircraft architecture as a main limitation, airlines will need to compensate with a greater experience, more customized towards each passenger and more flexible. Technology will be a key player in this improved experience enabling the customer to design their own experience prior to the flight. In the same way they plan their trips, they will be able to arrange their flight “configuration”. &nbsp;We are already seeing some examples of this: Latam”s [On Board Magazine](https://www.youtube.com/watch?v=fMyKwh_2FLY). According to [APEX the Airline Passenger Experience Association](http://apex.aero/6.1/January-February), 75% of millennials value experience over material objects.

__Flexible &amp; comfortable solutions__

Another key point in this ideal customer experience will be &nbsp;related to cabin space and seats, as they will become more flexible, allowing passengers to work, rest and play at any time. Expect to see the latest technologies, including full connectivity with all devices. New comfort technologies such as aromatherapy or light therapy will be included to help passengers cope with the long trips. &nbsp;Seats will be treated as passengers” kingdoms, peaceful cocoons with everything at the reach of their fingertips.

__Towards fly sharing__

Sharing services like [Uber Chopper](http://www.businessinsider.com/uber-is-going-to-use-airbus-helicopters-for-its-on-demand-sky-taxi-service-2016-1?pundits_only=0&amp;get_all_comments=1&amp;no_reply_filter=1#comment-569cf7588d3eaee50d3ba900) will take a small piece of the pie, being a market player for short and medium haul flights. These services have the flexibility passengers demand from airlines and will add pressure to transform the industry, as it has happened with ground transportation. Expect to see some serious changes, reselling your ticket and even more incredible last minute deals could become a reality.

__Green revolution__

It is a fact that engines are getting more efficient, fuel prices will rise in the long-term and e-technologies are surfacing in parallel sectors (eg. automotive). Sometime in the next few years, we should see a switch towards green energy in the aircraft industry. Although now it is at a pioneering stage, for example: [Solar Impulse](http://www.solarimpulse.com/), it should become a reality in the next 50 years. This technological leap will be accompanied by a change in aircraft architecture, with larger and wider cabins, and unusual shapes that will allow for larger passenger density and less energy consumption. We have already seen great unorthodox concepts from Airbus or [NASA](http://www.nasa.gov/topics/aeronautics/features/flight_2025.html).

As a highly competitive industry that hasn’t changed a lot in the past few years, it will be exciting to see how external elements impact the evolution of the aircraft industry.




large_shutterstock_268840466.jpg

medium_shutterstock_268840466.jpg

small_shutterstock_268840466.jpg

thumbnail_shutterstock_268840466.jpg

shutterstock_268840466.jpg

Future Challenges for the Airline Industry

![](https://cms.mormedi.com/uploads/Mormedi_Medium_Ilustracion_ac9cbc0b33.jpg)

There can be no doubt that the COVID-19 pandemic has been a tragedy for the airline industry. But, to say that the pandemic is to _blame_ for the industry’s crisis might not be entirely true. The industry’s structural problems predate this latest crisis.

The pandemic has helped nudge the industry off a precipice, but this need not be a fall into a void; this could be an opportunity to rethink the aviation business model, and to take the first steps to becoming a _sustainable_ industry in every sense of the word.

Think about the industry pre-COVID-19. When airlines were focused on finding ways to make air passenger and cargo transport profitable in an ultra-competitive, low-margin, offer-saturated market. Governments were considering policies to address climate change. While people were looking for mobility that was practical, convenient, sustainable, and that gave them a good experience whether by train, plane, bike, scooter, Hyperloop, or all of the above together.

> Thus, in recent years __new multimodal transport models__ have emerged to respond to the need to speed up travel in cities and improve the passenger experience.

Uber understood this and, from about a year ago, has allowed customers to [access real-time information](https://www.uber.com/es/en/ride/transit/) about nearby public transport stops and departure times in several major cities around the world from within the Uber _app_. It’s like an airline recommending that you travel by train to save time and money…

Along with the emergence of these new transport concepts, people have begun to question the actual costs of the “fast“ world in which we live. It began with the backlash against “fast food” in the early 2000s. A decade later, people were focused on the true impact of “fast fashion”. And now, the time of reckoning has come for “__fast tourism__”.

It is true that we are the most well-travelled generation in history, and that the low-cost model in aviation has been able to democratise a means of transport that for decades was out of reach for many. However, it is time to think about the real cost of going to Rome for a weekend, beyond the 20 euros each way that Ryanair charges you.

As with clothing, fast experiences may not really give you the time to enjoy them. And what about all the pollution you generated to get that selfie at the Colosseum?

> The business model of airlines must go beyond a race to increase and fill capacity at all costs. Which leads us to another victim of this crisis: __the passenger experience__; a subject that we like to talk about a lot at Mormedi.

Passengers are now hyper-demanding and empowered thanks to that most lethal of weapons to the hegemony of corporate communications: social media. Airlines are struggling to justify that a person must be treated like cargo because they “only” paid 20 euros for their seat—even though some airlines have attempted to [charge people depending on their weight](http://www.bbc.com/autos/story/20161020-should-obese-passengers-pay-more).

This is what happens when you have a business model that operates at the limits of efficiency and profitability: the slightest variation will affect the bottom line.

To conclude, COVID-19 may end up being that nudge the airline industry needed to completely reformulate its business model. What could be the implications for an airline industry in a world of decreased air traffic?

It may be that we travel less, but that our trips are of a higher quality, in which we will actually enjoy the whole journey, from the purchase of the ticket, to the journey to the airport, the walk through the boarding gates, and the on-board service until we arrive at our destination. And all this within a business model that is sustainable and proactive in driving transformation, because as the environmental activism of the Greta Thunberg generation has shown, there is a large gap between government regulations and civil society, and policymaking tends to be longwinded and meek.

At Mormedi we are aware of this gap and the urgent need for companies to move forward. To help companies create differentiation and competitive advantage through a coherent sustainability strategy we have created the __Mormedi Sustainability Compass__: a tool to find opportunities for innovation across the lifecycle of any product or service, while ensuring that you deliver the best user experience.

__For more information on how we can help make your business more competitive and sustainable, please contact us at madridHQ[at]mormedi.com or visit mormedi.com.__

large_Mormedi-Post-ilustración.jpg

medium_Mormedi-Post-ilustración.jpg

small_Mormedi-Post-ilustración.jpg

thumbnail_Mormedi-Post-ilustración.jpg

Mormedi-Post-ilustración.jpg

Is COVID-19 Really to Blame for the Aviation Industry Crisis?

The latest trends and <a data-feathr-click-track="true" href="https://insights.aircraftinteriorsexpo.com/2021/01/08/new-report-2020-aviation/" rel="noreferrer noopener" target="_blank">reports</a> are showing that narrow-body aircraft are set to lead the recovery for both short- and long-haul flights. However, this will lead to some design problems that airlines, seat manufacturers and OEMs will need to tackle with new innovations and designs

To get an idea of how airlines can overcome these problems in 2021 and beyond, we sat down (virtually) with Jaime Moreno, founder and CEO, Mormedi, a strategic design and innovation consultancy.

### __What will need to change for the airline industry to recover?__

The COVID-19 pandemic has put global airlines under significant financial strain. Facing slow demand and low fares, airlines are seeking a return to profitable operations by utilising newer, smaller, and more fuel-efficient narrow-body aircraft.

There is little doubt that airlines will be shifting to narrow-body aircraft. Just as we have seen airlines putting an end to their leases for aircraft like the [A380 ](https://www.airbus.com/aircraft/passenger-aircraft/a380.html)and [Boeing 747](http://www.boeing.com/). The longest commercial single-aisle flight to date was in an [A321neoLR](https://www.airbus.com/aircraft/passenger-aircraft/a320-family/a321neo.html) and clocked in at 8h 32m. A passenger-less [A321LR](https://www.airbus.com/aircraft/passenger-aircraft/a320-family/a321neo.html#a321lr) test flight has proven that even an 11h flight is possible.

## _Premium economy set to boom_

The first trend will see more airlines increasing the number of premium economy seats, and possibly moving to fully “premium” flights where the only seat options will be business and premium economy. This will offer all passengers more spacious seats and will offer airlines higher revenue as it will allow them to increase prices.

I believe there will be a higher willingness to pay for an overall more comfortable flying experience as we head towards a recovery in the industry in the next 5-10 years. We have already heard airlines come out and say that premium economy is the most profitable part of the plane, so I can imagine that airlines will want to continue to increase their premium economy offering.

Think about this: in the next 8 years all baby boomers will have reached retirement age (65), and they hold the majority of wealth (57% of all wealth in the USA). So, from a leisure travel perspective, we can imagine these people taking a few trips a year and they will happily pay a premium versus the old economy experience in order to have more space and better service.

__What could an improved service look like?__

I would start thinking about the ways in which operators can appeal to an improved service even before you board the aircraft. We can imagine that a premium experience will require that boarding will naturally be done by airbridge and that you will not be forced to go down onto the tarmac. In addition, the reduced boarding time for a narrow body with fewer than 150 seats compared to the 800+ seats of an A380 is an added bonus.

__How about the seats themselves?__

I believe that there will be an increase in premium economy seats. Nowadays, the standard seat pitch is 30 to 32 inches in economy class for most carriers, but we should see this increase towards 36 to 40 inches for the majority of seats. Every seat would be window or aisle, with no middle row to be stuck in.

__And the rest of the cabin?__

The rest of the cabin would have to be rethought for long haul narrow body flights. Lavatories will naturally need to be bigger. Moreover, think about how on a wide-body long haul flight you have the middle galley area where people like to go and stretch their legs; you don’t have this space on a narrow-body aircraft. Galleys are bigger on wide-bodies, to enable the preparation of a more premium meal-offering, so we need to rethink the galley space for an improved service within new constraints.

__How would this affect the onboard service and passenger experience?__

Single aisle aircraft will have fewer staff to provide the inflight service, so we could imagine a new service model. One that combines ordering and bringing pre-ordered food into the aircraft, or a combination of served and self-service meals onboard, to give people the opportunity to get up and stretch their legs during the flight, as well as perhaps giving airlines more upsell opportunities.

There needs to be a strategic plan in place due to the limited amount of space, to avoid bottleneck issues with lots of people walking around the cabin, but you do want to allow people to feel free and comfortable onboard.

There are a lot of development opportunities to master in this area, both in understanding the evolving needs of the passenger, as well as being creative about designing new services and interiors. I, for one, look forward to the challenge.

medium_Airbus’-Airspace-XL-overhead-bins.jpg

small_Airbus’-Airspace-XL-overhead-bins.jpg

thumbnail_Airbus’-Airspace-XL-overhead-bins.jpg

Airbus’-Airspace-XL-overhead-bins.jpg

How narrow-body aircraft will drive the recovery

![](https://mormedi.com/wp-contenthttps://cms.mormedi.com/uploads/2019/04/1-1-1.jpg)

__Passenger Well-Being: The Driving Force for Change__

The first thing that called our attention at the expo was the importance that user experience and well-being has taken on during the last few years, and how designing each element of the cabin has become more and more significant. Although it may seem to passengers that the only thing important to airlines is cabin density, it is also true that airlines are placing an additional emphasis on offering services that differentiate themselves from competitors.

This was reflected in the activities available at the expo (e.g. workshops about the passenger experience in airplane cabins in the future) and the display of evolving design and technology that is having a great impact on all elements of the cabin. Passengers now expect more than the standards of the past. They expect a level of finishings available in other products, for example automobiles (where the standards are high, but the regulations less restrictive).

Amongst many things, we checked out GGI Solutions’ buttons that were tactile and integrated into the surface of the seats, as well as their lighting design elements that offered a variety of personalization options. Baedlight Aerospace showcased a new and more functional passenger reading lamp. Sekisui presented a collection of translucent lighting panels that would create a more “warm” cabin interior.

__Materials for Every Taste__

For us, the expo was an ideal place to meet with materials providers and see their newest offerings. Lantal y Rohi showed us fabrics that with a simple change of color were able to produce unique visual effects.

The finishes on show produced a more welcoming environment. Sewing and seat shapes are gaining even more importance, and there was greater use of textile materials (e.g. Lantal’s “seat pockets”) in items that used to be plastic and in seat shells (MGR Foamtex’s use of composite materials in complex geometric laminates).

In terms of plastics, SEKISUI SPI showed solutions that lit up like wood and created different pattern designs thanks to detailed textures of its KYDEX® Lumina™. Meanwhile, Boltaron had thermoplastic pieces with metal look finishing that had a realistic feel to the touch (they even felt cold!). Floor manufacturer Gerflor displayed a collection of products that imitated concrete and wood, and that work well in common areas of planes, First Class and Business Class.

With these advances, designers can propose esthetic combinations that meet strict industry regulations and are low weight.

__Technology and Entertainment__

In response to customer demands, airlines are investing in and have internal teams doing research (as is the case of Lufthansa Systems) in the area of entertainment and telecommunication technologies. There was an entire pavilion at the Aircraft Interiors Expo exclusively dedicated to this topic.

Passengers want an easy-to-use and fully integrated connectivity throughout the flight to enjoy their content. The trend is for them to use their own devices during the trip, and for this reason AIM Altitude has developed interesting products that keep mobile phones and tablets steady on the table while also charging them wirelessly. 

There was also a great presence of technological solutions designed to reduce the latency in communication and increase the navigation speed within the airplane. Even still, there is a long way to go in terms of connectivity, integrated services, and especially, in UI/UX.

__FUCAM: Solutions for the Future Asian Market__

Mormedi and the FUCAM consortium showed various design possibilities for the future cabin for the Asian market. As part of the display, users could experience the future Business and Super Economy seat concepts through virtual reality glasses. Walking through the expo, it was interesting to see the variety of companies showing prototypes and materials that aligned with the proposals we made for the FUCAM Super Economy seat design.

Brands such as Sabic, DNK Carbon and Mirus, displayed carbon and composite based (as principal materials) seat concepts, that produced highly resistant and lightweight structures. Franklin Products surprised us with a tourist class seat with a mesh back support (similar to that of FUCAM) that achieved a significant reduction in weight in comparison with foam based seats. Vanema, specialists in seat fillers, presented a new technology to reduce weight and improve comfort, that is already being incorporated into Stelia”s Solstys III seat. &nbsp;&nbsp;

In addition to making new contacts with companies in the sector, the Aircraft Interiors Expo is an impressive showcase that inspires us to be up on the latest trends and continue learning to best meet our clients’ need for innovation.

We believe it’s clear to the aviation industry that there is no future without keeping passengers at the forefront, and there is a need to develop solutions not only in terms of product, but also in service and experience. Aside from the traditional personalizable elements (i.e. seats, textiles, colors), more design options are being considered for all parts of the cabin (e.g. buttons, monuments, galleys), and a much greater emphasis has been placed on services and a holistic passenger experience.

Mormedi, with our extensive experience and multi-disciplinary team, is well positioned to propose innovative design ideas that will lead to more satisfying and memorable user experiences not only in the aviation sector, but others as well.



large_1-1-1.jpg

medium_1-1-1.jpg

small_1-1-1.jpg

thumbnail_1-1-1.jpg

1-1-1.jpg

Our take from Aircraft Interiors Expo 2018

Last Tuesday, December 8th, I had the opportunity to present together with&nbsp;[María José Vargas Díez](https://www.linkedin.com/in/ACoAAAdWJSwBwuh-ioOtLvAEpN4cONGwDtEOTls), Head of Innovation Strategy and Culture at&nbsp;[Talgo](https://www.talgo.com)&nbsp;at the&nbsp;[RedCabin](https://railway-interior-summit.redcabin.de)&nbsp;__Railway Interior Innovation Summit__, a two-day&nbsp; event that gathered together over 60 representatives from rail operators, manufacturers, and design firms to share and explore ideas for the future of rail.

Due to increased competition and the effects of liberalization, a fresh wind is blowing through the rail industry. However, at the same time it continues to be challenged by a high pressure for cost efficiency and optimization, a strict regulatory context, and somewhat rigid tender processes.

Despite these challenges, passenger experience is now top of mind and the excitement and desire for innovation was palpable in all presentations and conversations.

Here I want to share some key takeaways on the train travel of the future:

__A key role in building a multimodal transport system__

Train travel should be easy, convenient, flexible, and fully integrated with other modes of transport, not only to build the multimodal transport system needed for developing a smart city, but also because operators need to look for new ways to attract current passengers and non-passengers to using rail more.

__The importance of knowing the passenger__

Building a long-term relationship with passengers by understanding their needs and preferences opens up the opportunity to offer a more personalized experience.

It is important to know that the journey starts long before you actually get onto the train; it is critical to blend and integrate the online and offline part of the journey.

This also means that rail must ensure accessible solutions for all passenger typologies. There is a lot of work still to do in this area, especially in light of the aging of the global population.

Rail could certainly learn from the car industry in terms of showcasing new concepts and designs, being more aspirational to satisfy the need for “icons” that show the way forward, and that will create a buzz beyond the sector.

__Thinking long term__

One important challenge for the rail industry is to anticipate the future, especially with a product that has such a long lifespan. A train will likely be around for more than 20 years, so you really have to think what is going to change in these 20 years in order for this product to be able to survive.

Finally, when thinking about the long term, collaboration and support will be key. This means operators and manufacturers should collaborate more to achieve richer results. The industry should also work together with the authorities to support the push for more quality and sustainable solutions.

If you would like to set up a chat to discuss how Mormedi can support you in creating a customer-centric mobility experience across vehicles, spaces, and services, please email __laura@mormedi.com__. 



large_Railway.jpg

medium_Railway.jpg

small_Railway.jpg

thumbnail_Railway.jpg

Railway.jpg

The future of rail, a fresh wind is blowing

![](https://mormedi.com/wp-contenthttps://cms.mormedi.com/uploads/2019/05/car-connection-dashboard-1305305.jpg)

There is no doubt that the future of urban mobility is based on three fundamental technological developments; connectivity, electrification and autonomy. All are in very different phases of maturity, each following its own particular innovation curve.

The development of mobile connectivity has already favored, for some years, the appearance of new business models and forms of ownership, and has transformed the way in which we travel in the public, private and public/private sectors. The electrification of vehicles is already a reality, with the first 100% electric plugin rechargeables circulating around the city. It appears probable that vehicles of Level 4 autonomy (entirely autonomous) will arrive, according to experts, by 2025-2030.

This gap between the three innovation curves and the intimate relationship they have, make their convergence in the mobility sector experience the most important technological revolution since the invention of the car. During this period of change, we are witnessing the entry of new competitors that are altering the status quo of an industry previously reticent to change. Only time will tell who comes out the victor of this revolution and who will end up experiencing a “Kodak moment”.

In this article, we focus on the electrification of vehicles and specifically the impact they are having on urban mobility.

During this period of change, we are witnessing the entry of new competitors that are altering the status quo of an industry previously reticent to change. Only time will tell who comes out the victor of this revolution and who will end up experiencing a “Kodak moment”.

### __Brief History of the Electric Vehicle__

“Range Anxiety” – developing the recharging infrastructure, changeable rechargeable batteries, and pricing by distance traveled – are innovative concepts with which we are familiarizing ourselves today. However, you may be surprised to know that the golden age of electric vehicles was at the beginning of the 20th century when they were first developed.

The Flocken Elektrowagen produced in 1888 until the beginning of the 20th century, generally considered to be the first electric vehicle, had great success and it’s estimated that in 1900 around a third of all vehicles on the road were electric. 

With the development of infrastructure, the increase in the distance that could be traveled and the finding of large oil reserves, electric vehicles progressively lost market share against the combustible engine to the point of primarily being used only in very specialized circumstances.

### __Why Today?__

The renewed interest in electric vehicles is due to two fundamental factors; the technological advances in batteries and added regulatory pressures that are being brought forth by international, national and local governments. 

It may seem strange to think that the rebirth of electric vehicles is linked to our mobile telephones, but the reality is the improved efficiency and reduction in price of these batteries has lead the way for an incredible increase in mobile devices, particularly smartphones. McKinsey estimates that within the space of five years, the price per kWh decreased from 1000 USD to 350 USD. With new mobile device technological applications that make use of stored energy arising daily, it wouldn’t be unreasonable to think that this process will only accelerate at an even faster pace.

Another fundamental factor to take into consideration is pollution due to gases that contribute to the greenhouse effect and suspended particles. Governments are implementing stricter and stricter measures to reduce emissions by imposing taxes and traffic restrictions. The worries over pollution and sustainability are only exacerbated by projections of increased urban development. According to the United Nations, in 2030, 60% of the global population will live in urban regions as compared to 54.5% in 2016. The forecast is that of this 60%, at least 27% will be concentrated in cities with populations of more than 1 million inhabitants and (of this 27%), approximately 8.7% (730 million people) will be in cities of at least 10 million inhabitants. 

The infamous Volkswagen “diesel gate” sped up the vehicle “electrification” of many manufacturers. In the case of VW, a few months later they sent out the message that diesel didn’t have a great future. They announced the production of 30 new electric-hybrid models during the next 10 years and a profound restructuring of their workforce. &nbsp;

Another important movement in the automobile industry and the electrification of vehicles was protagonized by Volvo when they announced in June 2017 that all of their new 2019 models would have electric motors (solely electric or a combination of electric with another type). According to Volvo, the announcement represented one of the most significant that any manufacturer had made in recent years and highlighted the decline combustible engines are going to suffer as the transition is made to a new chapter in automobile history.

### __Search for Efficiency and Diversification__

Electrification makes even more sense if it simplifies and reduces the massive volume of vehicles. An example of this is the many types of electric vehicles that are appearing on the market.

Under the premises of searching for a more balanced mode of urban transportation in high-density cities, electrification will be given a push by regulatory changes more so than the needs of consumers.

The “forced” electrification that will occur in the coming years, aided by the developments in connectivity and new shared consumption models, will lead to a paradigm shift and polarization of commercial models where the majority of passenger vehicles will be owned and managed by public and/or private organizations – urban transportation 100% as a service. 

This transformation of urban transportation to a service and reduction of private vehicles will without a doubt promote multi-modality. The future of urban mobility will depend not only on the compartmentalized connectivity of new shared consumer models promoted by private organizations, but also on the more efficient connectivity of the different public-private systems that can meet the demands of the new “on-demand” economy. 

In this rebirth of the electric vehicle many diverse factors have been involved and design has to take on its responsibilityâ€¦that is to find an optimal way to produce a real and positive impact for end users.

### __Design Approach__

It is necessary to make in-depth observations of the factors that affect mobility and do so from many different points of view. As designers, we are specialists in observing things in various contexts, analyzing and reflecting upon what we find, and reaching conclusions that permit us to define valuable solutions for the future.

The solution to the urban mobility question isn’t just adapting cars as they are today…a machine that weighs 1500 kg, occupies 10m2 and transports at least 2 people. We shouldn’t transform current combustible fuel vehicles so that they function with batteries instead of gasoline. Combustible fueled vehicles belong to another era.

Our focus should be profound and rigorous. We should be brave enough to question everything and be open to discover and propose new ideas. We apply methodologies that allow us to be capable of putting ourselves in future scenarios in order to design real innovations. We should avoid the adaptation and trial-and-error dynamic that takes years, is expensive, and doesn’t permit us to keep up with the “social” rhythm.

Change has started to come. The diversification of vehicles we see on our city streets is opening the way to new possibilities. The challenge is to go from a vehicle that isn’t truly satisfying to anyone – to vehicles that are new, better adapted and satisfy and benefit everyone as individuals and as a society.

This will only be possible if it is supported by technology. We can’t make a step change if we limit our possibilities to making new technologies fit in with an archaic conception of what vehicles should be. After many years of development, we must now take advantage of possibilities to create new “native” electric vehicles, rather than just following the traditional combustible vehicle architectures that don’t give us the same amount of freedom. We shouldn’t be adapting designs to the spaces that technology allows us to, but instead developing a more flexible vehicle “package”. The potential of innovation and its impact on design will depend on the interpretation of these new technologies.

### __Conclusion__

A century ago we discovered that electricity could also be used to power automobiles, but it wasn’t in synch with other factors necessary to proliferate in the market at the time. In that moment, the combustible motor represented the best compromise. History followed its course and 100 years later, the moment has arrived. It seems many things have now come together to create a favorable context for the electric vehicle’s success. However, the wait has been worth it because what we are facing today isn’t just a slight change that offers incremental value, but we are instead upon the precipice of a great paradigm shift.

New vehicle typologies are being born, and others discovered, that have undeniable relevance to mobility in our everyday lives. Design, as a discipline, is essentially user-centered, and therefore a should be considered a fundamental tool in the development of future mobility systems. 



large_car-connection-dashboard-1305305.jpg

medium_car-connection-dashboard-1305305.jpg

small_car-connection-dashboard-1305305.jpg

thumbnail_car-connection-dashboard-1305305.jpg

car-connection-dashboard-1305305.jpg

The Future of Urban Mobility

Companies of all types—across telco, energy, technology, devices & appliances, FMCG, health, fitness, and many others—are scrambling to find ways to build an ongoing relationship with customers through new services. The problem is that the past year has brought with it an acceleration of existing trends, as well as brand new trends, that make it difficult to keep up with the changing needs and wants of customers.

As industries continue to converge, companies will need to think outside the box, and seek to offer value in new ways.

We have outlined 8 of the key challenges that companies from across industries need to be thinking about when they design new services to respond to customer requirements in 2021 and beyond.

__Entertainment media__

The lockdowns have obviously fuelled additional growth in social media consumption, TV hours watched, and OTT media subscriptions. At the same time, physical separation has increased the need for connection and participation in a virtual setting. This has driven a large increase in the consumption of video and gaming as social activities.

## __Challenge 1:__ How can your organisation increase engagement through social, video, and gaming?
  
   
  
__Health & Wellness__

The pandemic has put health at the top of everyone’s mind. People are now particularly conscious about how they can remain healthy.

From a fitness perspective, new habits have been formed around connected home workouts, utilising video and specialised equipment like Peloton.

From a health perspective, there has been a large shift to online health management, with 76% of people saying they are now interested in using telehealth.

## __Challenge 2:__ How can your organisation utilise its position to support the health and wellness needs of customers?


__Home Assistants__

Smartphones and smart speakers are the devices of choice for most voice assistant users, but use is also rising in cars, on smart TVs, smart home components, wearables, appliances, and other connected gadgets.

Millennials are the heaviest users, but use is rising among all age groups, including children, teens, and seniors, especially as more people work, study, consume entertainment, and conduct personal business from home.

And don’t forget payments: by one estimate, there will be $164bn in transaction value via smart speaker in 2025, up from $22bn in 2020.

## __Challenge 3:__ How can your organisation increase its presence in the home ecosystem?


__Education__

At the peak of the global lockdowns imposed to counter the spread of COVID-19, 1.6 billion children were out of school.

Parents are keen to spend money on their children’s education to supplement the time lost at school, as well as to keep children engaged in a productive way while they are reducing their interactions out of home.

Greater access to connectivity and devices, as well as better materials and affordability, will continue to drive adoption.

## __Challenge 4:__ How can your organisation offer new value to children and adults related to education and edutainment?


__Telework & Connectivity&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; __

The outlook for remote business growth is positive. In fact, 82% of company leaders plan to permit remote work after pandemic.

The rapid growth in popularity in teleworking has revealed some worrying issues, however. Though companies are developing increasingly robust encryption, cyber-attacks have proliferated in recent months. Crimes such as phishing, information theft, extortion, and attempted breaches are the order of the day.

## __Challenge 5:__ How can your organisation take advantage of the increase in working from home to offer better connectivity and security?


__Security & Control__

The focus for many people has become their home, and as such consumers are both trying to control their bills while managing their energy, heating/ventilation/AC, and monitoring the safety and security of their family and property. This is an area ripe for growth.

## __Challenge 6:__ How can your organisation become the go-to partner for consumers peace-of-mind needs?


__Food & Nutrition__

People’s relationship to food has changed; baking has come back as a hobby, and food-as-a-service has become established.

One of the more unexpected outcomes of the lockdowns due to the pandemic was the rise in home baking, as a hobby, distraction, and stress-reliever. Global searches for the term “sourdough” grew 325% over the last year. So, while people turn more to the kitchen as a hobby and pastime, from a convenience perspective, people are now much more used to utilising online food ordering services. JustEat, the world’s largest online takeaway platform, said UK orders rose 88% in the first two months of 2021.

## __Challenge 7:__ How can your company fit with the new needs of how customers cook and enjoy food?


__Consumer electronics & appliances __

COVID-19 has caused some fundamental changes in the types of activities people do at home, and this is being reflected in the types of devices that are in demand.

The rise of work from home has caused a short-term increase in the sales of computers and monitors. The rise in the home office could signal opportunities for devices that help people not only work, but also relax and study in an environment that reflects their needs and values.

## __Challenge 8:__ How can your company react to the need for devices that offer convenience, efficiency, personal care, and leisure?


If you are interested in discussing how best to understand and design services for the changing needs of consumers, please write to laura@mormedi.com to arrange a chat.


## [Click here to access the full paper](https://www.mormedi.com/en/connected-services/)



large_Challenge6.png

medium_Challenge6.png

small_Challenge6.png

thumbnail_Challenge6.png

Challenge6.png

The 8 key challenges for designing services that customers want in 2021 and beyond

![](https://mormedi.com/wp-contenthttps://cms.mormedi.com/uploads/2019/05/light-streaks-light-trails-long-exposure-1716134.jpg)

Spain, with more than 3,000 high-speed train track kilometers, tops every other European country in this regard, and stands third in the world behind only China and Japan. Moreover, Spain”s railway structure has 11,483 km of conventional railway, 119 km of mixed system railway and 1,207 km of narrow-gauge railway.

The Spanish railway industry has offered innovative next generation products and solutions that have been developed and implemented in more than 80 countries. It has become a leader and worldwide reference in the sector as recognized by MAFEX, the association that joins together more than 70 Spanish railway industry enterprises and accounts for about 85% railway exports from the country.

The number of sub sectors involved in the value chain of the rail industry is extensive: construction, electrification, stations, maintenance, fixed materials and equipment, components and onboard equipment, machinery and equipment for rolling stock manufacturing, manufacturers, builders, interiors, security, engineering, consulting, signaling, traffic control, telecommunications and ticketing. To maintain their leading positions in the Spanish railway sector, the companies that provide such services must invest in continuous innovation and technological development as a prerequisite for participation in the business. Their innovative solutions have been developed and implemented in railway projects carried out both in Spain and in international markets, as more than 50% of exports of Spanish SMEs are to countries of the European Union, one of the most demanding railway markets in the world.

The Spanish railway industry has offered innovative next generation products and solutions that have been developed and implemented in more than 80 countries.

In Spain alone, RENFE transported more than 465 million passengers in 2015. RENFE Cercanías carried more than 1,100,000 people per day, while its high-speed trains (AVE) and Long Distance, ended the year 2015 with almost 31 million passengers, a record second consecutive year.

Increasing the volume of customers each year requires significant investment in technical and economic resources, and user satisfaction is and will be key to the business. Evolving the user experience is essential, especially in the context of the arrival of new generations of passengers, who may enjoy new habits that must be satisfied to attract and retain them as customers.
  
  
  
We must analyze their expectations, adaptability to new technologies, new ideas about comfort and efficiency, concerns about the sustainability and security. We also need to advance in terms of accessibility for all users, study the implications the ageing population, needs of disabled people, passengers carrying baggage, sustainability, safety, etc. 

In short, the customer experience must be defined to the smallest detail, from how to buy a ticket to the environment of the station entrance, hallways, corridors of access, wagonsâ€¦

In the immediate future we will see innovative railway station concepts, with new furnishings capable of satisfying the user experience needs of the most demanding customers. We will see solutions that meet the needs of consumers who are increasingly aware of the value of railway services, and who care about sustainable solutions and want to make the most of their trips.

Having a good understanding of consumers, and adding value to maintain and increase the differentiation between railway travel and its competitors, is necessary. Otherwise, railway transportation will become a market of cheap seats, and without any special attraction, companies may not make their economic forecasts by objective values. If railway companies do not have unique selling points, the user – mostly unfaithful – will change to other means of transportation at their convenience. It is imperative, therefore, to increase customers loyalty and make them change the habit of looking for the cheapest option.

Redesigning the passenger experience by offering onboard services with higher added value is just what the traveler demands, as is providing better and/or additional services before boarding and after disembarking.

Perhaps, without losing sight of economic figures, by putting the passenger as the center of the operation, not the train, the railway sector can achieve higher revenues and convert travelers into loyal allies.



large_light-streaks-light-trails-long-exposure-1716134.jpg

medium_light-streaks-light-trails-long-exposure-1716134.jpg

small_light-streaks-light-trails-long-exposure-1716134.jpg

thumbnail_light-streaks-light-trails-long-exposure-1716134.jpg

light-streaks-light-trails-long-exposure-1716134.jpg

User Experience for Railway Sector Development

El dicho “zapatero, a tus zapatos”, es cada vez más difícil de aplicar, porque muchas empresas están ampliando su propuesta de valor hacia negocios que parecen estar lejos de lo que considerábamos su _core_. Esto tiene que ver con empezar a pensar desde una perspectiva _customer centric_ y no _product centric_.

Un gran ejemplo es [Ferrovial,](https://www.ferrovial.com) y su Chief Information and Innovation Officer, [Dimitris Bountolos](https://www.ferrovial.com/es-es/compania/sobre-nosotros/comite-direccion/ciio/), nos lo explicó muy bien en el webinar “Cómo recuperar clientes desde la experiencia”, que organizamos junto al [Círculo de Empresarios](https://circulodeempresarios.org) hace algunas semanas.

Se trata de uno de los principales operadores globales de infraestructuras. Tienen desde aeropuertos en Europa, entre ellos [Heathrow](https://www.heathrow.com/company) y [Glasgow](https://www.glasgowairport.com) hasta autopistas en Norte América. No obstante, en el último tiempo, Ferrovial ha pasado de ser un negocio únicamente B2B, a desarrollar soluciones centradas en la interacción con el cliente con iniciativas como el _car sharing_ [Zity](https://zity.eco), que más de uno lo utiliza a diario en ciudades como [Madrid](https://www.elespanol.com/invertia/observatorios/movilidad/20210319/zity-revolucion-comercial-ampliara-servicio-movilidad-compartida/566944780_0.html) o [París,](https://www.expansion.com/empresas/transporte/2019/11/20/5dd45ce7e5fdea44068b45fb.html) y la aplicación de movilidad [Wondo](https://www.wondo.es), que integra diferentes medios de transporte disponibles en ciudades, a la que Mormedi le construyó [la estrategia de marca](https://www.mormedi.com/es/wondo-2/).

![](https://cms.mormedi.com/uploads/Mormedi_Wondo2_1_b99a861ca4.png)
![carsharing-zity-ferrovial-renault.jpg](https://cms.mormedi.com/uploads/carsharing_zity_ferrovial_renault_94aa94f0be.jpg)


En el caso de Zity, por ejemplo, la _customer experience_ lo es todo. Como explicaba Dimitris: __“Cómo me monto en un coche que nunca he visto y puedo actuar utilizando patrones. Dónde están los faros, el freno de mano. Usar realidad aumentada para hacer un scanner del vehículo y ubicarte en esos segundos de incertidumbre”__, todas son soluciones que nacen a través de una buena comprensión del _customer journey_.

__¿Y qué pasa con los aeropuertos?__

La oportunidad es muchísimo más importante. Se debe partir entendiendo los distintos arquetipos de clientes, algunos de negocio, otros de placer, Dimitris mencionaba desde procesos _touchless_ a predictibilidad para evitar colas. Estas son soluciones que se empezaron a desarrollar antes de pensar en la existencia de una pandemia y que se están volviendo indispensables para el mundo post Covid-19.

Lo cierto es que, sin importar la industria, la experiencia al cliente debe ser una disciplina relevante para toda compañía, ya se trate de un operador de infraestructura, una telefónica o un banco. Como explicaba Dimitris, aunque Ferrovial opera en un sector alejado del _retail,_ __“las expectativas de los clientes casi se indexan. Y lo que un cliente espera en la gestión de un cobro o de un _call center_ es universal”__. Estar a la altura de lo que los clientes esperan requiere de un esfuerzo permanente y continuo, seas del sector que seas.



large_Mormedi_Wondo.png

medium_Mormedi_Wondo.png

small_Mormedi_Wondo.png

thumbnail_Mormedi_Wondo.png

Mormedi_Wondo.png

¿Las expectativas de los clientes son independientes del sector en el que opera una empresa?

![](https://cms.mormedi.com/uploads/Mormedi_Ilustracion_Ferrocarril_df2b025003.jpg)

Este año 2020 se suponía que iba a ser especialmente bueno para los viajeros de ferrocarril en España. Con la liberalización del sector, el consecuente ingreso de dos nuevos competidores -la francesa SNCF y el consorcio formado por Ilsa/Trenitalia-, se abriría la puerta a una nueva era de competencia nunca vista. El desplazamiento entre tres de los ejes más importantes de la península: Madrid-Barcelona-Frontera francesa, Madrid-Levante y Madrid-Andalucía, cambiaría para siempre y para mejor.

> 
> Hasta que llegó la pandemia…
> 

Durante estos últimos meses, hemos sido testigos de una de las mayores caídas en ingresos de la historia del transporte, ya sea aéreo, marítimo, terrestre o ferroviario a nivel mundial. Renfe ya habla que espera recuperar el número de pasajeros que movió en 2019 a finales de 2022. Todos los esfuerzos que realizaron en mejorar la experiencia del pasajero para su nuevo servicio de bajo coste, AVLO, que debía empezar a rodar en abril, quedaron en nada.

Aun así, este final de año y el que viene todavía puede ser especiales para los pasajeros de ferrocarril en España, sí y sólo sí, SNCF y el consorcio formado por Ilsa/Trenitalia aprovechan la ventaja competitiva que la pandemia les está dando: __tiempo para anticiparse y ofrecer una experiencia de viaje de acuerdo con la nueva normalidad__. Estos dos nuevos actores, a diferencia de Renfe, que ha tenido que responder sobre la marcha y con trenes en las vías, pueden formular su modelo de negocio pensando en las necesidades del pasajero postpandemia. Tener una sensación de seguridad sanitaria total, y ¿pagar un billete más barato? O ¿tener una experiencia diferencial?

> 
> El 15 de diciembre de 2020, el pasajero de tren de alta velocidad en España debiera encontrarse con lo mejor de lo mejor en servicio post COVID-19.
> 

Estamos hablando de cabinas que tengan un diseño que considere el distanciamiento social y que a la vez sean eficientes económicamente para el operador, procesos sin contacto antes, durante y después del viaje, trenes que permitan a los usuarios sentirse seguros con una oferta que vaya más allá del billete barato, la comida a bordo o la película en el asiento.

Y si esto no pasa…Entonces ¿todo el esfuerzo de liberalizar el transporte de pasajeros de ferrocarril en España habrá sido en vano? El fin último de toda medida que propicia una mayor competencia es siempre potenciar el beneficio del usuario/cliente.

> 
> Si el foco de los nuevos competidores no es el pasajero y la experiencia, pero si el abaratamiento de tarifas, habremos llegado a un modelo similar al tan despreciado y a la vez tan demandado de las operadoras aéreas _low-cost_.
> 

Un modelo que ya ha evolucionado ofreciendo al pasajero aéreo, más y mejores opciones a la hora de reservar y volar. Y los usuarios ya estaremos acostumbrados a un nivel de experiencia que, en el caso de centrarse en solo abaratar las tarifas, se quedará pequeño antes de nacer.

_Si quieres saber cómo Mormedi puede ayudarte,&nbsp;escríbenos a madridHQ[at]mormedi.com_

large_Mormedi-Ilustración-Ferrocarril.jpg

medium_Mormedi-Ilustración-Ferrocarril.jpg

small_Mormedi-Ilustración-Ferrocarril.jpg

thumbnail_Mormedi-Ilustración-Ferrocarril.jpg

Mormedi-Ilustración-Ferrocarril.jpg

"Diciembre 2020, el inicio de la nueva era en la movilidad ferroviaria en España"

![](https://mormedi.com/wp-contenthttps://cms.mormedi.com/uploads/2019/04/1-1-1.jpg)

Un año más, desde Mormedi hemos acudido a la Feria de Aircraft Interiors en Hamburgo para comprobar de primera mano las novedades y últimos productos del sector de la aviación. Este año éramos también protagonistas, presentando las primeras muestras del proyecto de FUCAM (Future Cabin for the Asian Market) junto con nuestros socios del consorcio dentro del stand de Bertrandt.

##### El Bienestar del Pasajero: La Piedra Angular del Cambio

Lo primero que llama la atención en la feria es la importancia que ha adquirido en los últimos años la experiencia y el bienestar del usuario en el avión y cómo diseñar cada parte de la cabina a sus, cada vez, mayores exigencias. Y es que, aunque el turista de a pie pueda pensar que las compañías aéreas sólo se interesan por la densidad de la cabina, lo cierto es que se preocupan cada vez más en ofrecer un servicio diferenciado dentro de este competitivo mundo.

Esto se refleja por una parte en las actividades de la feria (como el workshop sobre la experiencia del pasajero en la cabina del futuro al que acudimos) y por otra en la evolución del diseño y tecnología que han sufrido todos los elementos de la cabina. El viajero actual es inconformista con los detalles y espera un nivel de acabados similar al de otros campos como, por ejemplo, el del automóvil, donde los estándares son muy altos (y las normativas menos restrictivas, no lo olvidemos).

Entre otras cosas, en la feria pudimos testear botoneras de GGI Solutions, táctiles e integradas en las superficies de la butaca, además de nuevas luminarias decorativas con múltiples opciones de personalización. Baedlight Aerospace llevó unas nuevas lámparas de lectura más útiles para el usuario y Sekisui presentó una colección de paneles traslúcidos iluminados para dar más calidez al interior del avión.

##### Materiales para todos los gustos

Para nosotros, la feria nos supone un punto de encuentro ideal para reencontrarnos con los proveedores de materiales y ver sus nuevas propuestas. Lantal y Rohi nos enseñaron las telas que con un simple cambio de color consiguen producir juegos visuales sorprendentes. Los acabados persiguen un ambiente más acogedor: los cosidos y formas del asiento ganan aún más importancia y hay mayor uso de materiales textiles tanto para elementos que solían ser plásticos (ej. los “literature pockets” que mostró Lantal), como en las zonas internas “shell” tras el asiento (en combinación con los complejos laminados geométricos de MGR Foamtex).

En términos de plásticos, SEKISUI SPI mostró soluciones que se iluminaban como la madera y creaban diferentes patrones gracias a las texturas detalladas de su KYDEX® Lumina ™. Mientras tanto, Boltaron tenía piezas termoplásticas con acabado de metal que tenían una sensación realista al tacto (¡incluso se sentían frías!).. Gerflor, fabricante de suelos, contaba con unas colecciones que imitaban hormigón o madera, útiles para las zonas comunes del avión y espacios de Business o First Class.

Gracias a estos avances, los diseñadores podemos proponer combinaciones estéticas que se adecúen a la aerolínea, cumpliendo las estrictas normativas aéreas y manteniendo bajo el peso del avión.

##### Tecnología y Entretenimiento

Atendiendo las peticiones del cliente, las aerolíneas están invirtiendo e investigando internamente (como es el caso de Lufthansa Systems) en tecnologías de entretenimiento y telecomunicación para el usuario. El espacio dedicado en Aircraft Interiors está relacionado directamente con este interés, con uno de los pabellones dedicado exclusivamente a ello.

El pasajero exige una conectividad total en el viaje para disfrutar de sus contenidos, con una usabilidad e integración de servicios completa. Aparte, cada vez más pasajeros usan sus propios dispositivos en los viajes, por lo que empresas como AIM Altitude cuentan con interesantes productos para mantener el móvil o tableta en la mesa mientras se cargan de manera inalámbrica. Vimos también gran presencia de soluciones tecnológicas para reducir la latencia en las comunicaciones y aumentar la velocidad de navegación dentro del avión.

Aun así, todavía queda un largo camino por recorrer en cuanto a conectividad, integración de servicios y, muy especialmente, en materia de UI/UX.

##### Las Soluciones de FUCAM Presentes en el AIX

Mormedi y el consorcio de FUCAM enseñó varios de los diseños para la cabina del futuro para Asia. Se podía recorrer parte de la cabina con unas gafas de realidad virtual y se vieron los conceptos de asientos Business y Super Economy.

Recorriendo la feria, resultó muy interesante ver como varias empresas mostraban prototipos y materiales que estaban alineados con las propuestas que hicimos para la butaca de Super Economy.

Marcas como Sabic, DNK Carbon o Mirus, mostraron conceptos de asientos basados en fibra de carbono o composites como materiales principales, consiguiendo así estructuras altamente resistentes y ligeras. Franklin Products nos sorprendió con una butaca de clase turista con un respaldo de malla (como nuestra propuesta en FUCAM) con una importante reducción de peso respecto a asientos con relleno de espuma. Vanema, empresa especializada en rellenos para asientos, contaba con una nueva tecnología para reducir el peso y mejorar la comodidad, ya disponible para la butaca Solstys III de Stelia, con la que hemos trabajado en varias ocasiones.

_Además de para establecer contactos con empresas del sector, Aircraft Interiors nos sirve en Mormedi como un inmenso escaparate en el que inspirarnos, estar al día y seguir aprendiendo._

Tras esta edición, hemos constatado que la industria de la aviación tiene bien claro que no hay futuro posible sin contar con el usuario ni con el diseño, que concibe soluciones en términos de servicio, producto y experiencia. Aparte de los clásicos elementos personalizables (butaca, telas, colores…), se han abierto las opciones de diseño para todas las partes de la cabina (botones, monumentos, galleys…) y, aún más relevante, los servicios y la experiencia holística del pasajero se han ampliado y enfatizado.

Desde Mormedi, con nuestra amplia experiencia en el sector y nuestro equipo multidisciplinar, estamos en condiciones de poder proponer nuevas ideas que hagan más satisfactoria y memorable tu experiencia de volar.



Aircraft Interiors Expo 2018

Los movimientos se han detenido en casi todas las partes del mundo. Una vez que las personas podamos viajar de nuevo, ¿volveremos a usar los mismos medios de transporte para viajar o para movernos?

Es poco probable.

Personalmente, creo que hay algo claro al intentar predecir el futuro de la industria automotriz, y es que, esta crisis provocará un cambio en las preferencias de los consumidores.  
Habrá dos cambios importantes, pero opuestos.

#### __En primer lugar, muchas personas preferirán el automóvil al transporte público.__

En el momento en el que se restablezca la posibilidad de viajar, las personas serán reticentes a utilizar los medios de transporte público, ya que aquí se antoja difícil mantener la distancia de seguridad adecuada y además, donde las superficies pueden estar contaminadas por el contacto de las personas. Si te doy a elegir, ¿utilizarías este medio para ir al trabajo o expondrías a tu familia a ello?

Otro de los factores a recordar es la caída de precio del petróleo,&nbsp; lo que conlleva a que el uso del automóvil sea más atractivo, por lo menos desde una perspectiva económica… y siempre y cuando estos precios se traduzcan en los precios que pagarán los consumidores en las gasolineras.

#### __En segundo lugar, habrá menos personas que querrán o podrán comprar un automóvil.__

Por lo tanto, aunque las personas preferirán tener su espacio personal, debido a la crisis, no podrán tener acceso a la compra de un automóvil. Es obvio que el impacto macroeconómico inmediato dejará un alto nivel de desempleo, que se traducirá en una menor demanda de automóviles nuevos.

De aquellas personas que su terreno laboral no se haya visto afectado, algunas se habrán acostumbrado al teletrabajo, lo que será, cada vez más frecuente en el futuro una vez finalizada la crisis. Esto significará que habrá menos personas que necesiten desplazarse y las que lo hagan, lo realizarán con menor frecuencia, lo que se traduce en menos disposición para la  compra de automóviles nuevos o caros.

¿Y dónde queda el nuevo enfoque generalizado de la sostenibilidad? Este año de crisis ha traído efectos altamente visibles, inmediatos y tangibles, incluidos los incendios forestales en Australia y el COVID-19, con algo en común, la falta de respeto y el desconocimiento del medio ambiente. Creo que también tendrá un efecto sobre la baja demanda de automóviles nuevos para uso privado. Y… vale, puede que el precio del combustible caiga, pero el incrementar su consumo, y comprar y desechar automóviles no parece que sea la respuesta.

Dada la reducción de la disposición a utilizar el transporte público y la reducción de la capacidad/disposición a comprar un nuevo automóvil, mi predicción es que habrá un aumento de la demanda de vehículos compartidos (y preferentemente eléctricos).

A corto plazo, esto será una bendición para las plataformas de automóviles compartidos eléctricos, como Zity de Ferrovial, WeShare de VW o ShareNow, el proyecto conjunto Daimler/BMW, pero hay dos puntos clave que éstos no abordan:

*   Mantener la confianza y tranquilidad con __el servicio__ ofrecido: el proveedor ¿cómo puede garantizar que el habitáculo del automóvil, en particular, el volante, las pantallas táctiles, etc., no estarán contaminados?
*   Adecuar el propósito del __vehículo__: Dado que los vehículos son diseñados principalmente para uso privado, ¿podrían ofrecer el servicio que se espera de un vehículo compartido?¿En qué podrían mejorar si se diseñasen con la idea de compartir?

Considero que estos dos desafíos, sensibilizan a los fabricantes de coches tradicionales y a su vez podría ser una fuente de oportunidad para ellos.

![](https://cms.mormedi.com/uploads/carsharing_zity_ferrovial_renault_8ac611f048.jpg)

#### __Diseñando un servicio de movilidad para un mundo post COVID-19__

No es ningún secreto que los puntos fuertes tradicionales de los fabricantes de automóviles y sus competencias principales, les han hecho quedarse atrás en cuanto a la manera de diseñar con éxito y a captar el valor de la “movilidad como servicio”, confiando en cambio, en un enfoque tradicional en cascada, que comienza por el vehículo y considera el servicio como un mero complemento.

¿Cómo de poderoso sería un fabricante de automóviles si realmente se fijase en los cambios de comportamiento del consumidor y diseñara nuevas soluciones de movilidad basadas en sus frustraciones y necesidades, y se enfocara primero en el servicio y luego en la función y forma?

Hemos visto como los proveedores de servicios de movilidad, están implementando rápidamente soluciones mínimas viables para el desafío del corornavirus; por ejemplo, [Didi Chuxing (la respuesta China de Uber) ha empezado a instalar un plástico protector que divide el habitáculo entre conductor y pasajeros, estableciendo, además 46 puntos de instalación de estos escudos y 9 estaciones de desinfección alrededor de Pekín.](https://www.youtube.com/watch?v=YQXJJhf_goM) En respuesta a las soluciones que desarrollaron los taxistas con sus propias manos, colocando barreras de protección caseras o utilizando [trajes hazmat (trajes de protección)](https://www.youtube.com/watch?v=q2MxyONxfbg).

Pero esto, en realidad, solo son soluciones temporales que dibujan el problema real.

¿Qué podrían hacer los proveedores de servicios (fabricantes de automóviles, compañías de transporte de pasajeros y compañías de coches compartidos) para garantizar no solo, que sus vehículos sean seguros, sino que los consumidores se sientan seguros?

Para abordar con éxito las inquietudes y necesidades de los consumidores, las empresas, primero, deben asegurarse de que entienden lo que importa perfectamente a los consumidores y en segundo lugar, hacer del diseño de servicio una prioridad.

#### __Diseñando un vehículo para un mundo post-COVID 19__

Incluso creándose algunos servicios que tranquilizan a los usuarios en torno a los vehículos compartidos, el hecho es que estos vehículos nunca fueron pensados para ser compartidos, y por lo tanto no están construidos con este propósito. Algunas compañías emergentes -como la china/sueca Lynk & Co- han creado coches pensando en la posibilidad de que estos se compartan pero todavía estamos muy lejos del coche que se diseñe pensando exclusivamente en la idea de compartirlo .

Mientras que antiguamente las interacciones con el automóvil y sus casos de uso se limitaban a un solo propietario, los automóviles compartidos serán utilizados por varias personas con múltiples propósitos diferentes en un día determinado. ¿Cómo podría un coche adaptarse a todas esas necesidades? ¿Cómo debería un coche permitir la interacción con una multitud de personas diferentes?

#### __¿Cómo debería ser la propuesta de diseño de un coche compartido?__

Para responder esta pregunta, se requeriría un estudio profundo de las necesidades y comportamientos de los usuarios/clientes en los diferentes contextos/escenarios y un enfoque integrado que tenga en cuenta el diseño del servicio y los puntos de contacto digitales, así como el diseño físico del automóvil.

Cualquier compañía que lo haga, podría desarrollar una ventaja competitiva diferenciadora. Es aquí donde los fabricantes de automóviles realmente podrían brillar, ya que Uber y otros proveedores de servicios no pueden empezar a construir coches.

#### __Conduciendo hacia adelante__

El mundo post COVID-19 será bastante diferente al que teníamos antes , y todas las empresas deben prepararse para abordar las nuevas preocupaciones y preferencias de los consumidores.

Un enfoque de diseño integrado a través del servicio, digital y físico, basado en una profunda comprensión de las necesidades y preocupaciones de los clientes, será clave para realizar los cambios necesarios en los negocios para la supervivencia después de la crisis.

Quien responda al llamada de comprender las nuevas preferencias de los consumidores y hacer un vehículo más adaptable, más sostenible y con un servicio que se sienta seguro, seguramente encontrará un lugar en el mundo post-COVID-19.

Y tú, ¿cómo te estás preparando para este cambio?

_Si quieres charlar sobre cómo podríamos ayudarte, escribe a maruan\[at\]mormedi.com_



¿Cómo la industria del automóvil dará a sus usuarios lo que necesitan, en un mundo post-COVID-19?

![](https://cms.mormedi.com/uploads/Mormedi_FUCAM_27772ff049.png)

_Lower deck concept co-created by Mormedi as part of the Future Cabin for the Asian Market projec_

##### __¿Cuál es la situación actual?__

Según Moody’s, la capacidad de la aerolínea global puede caer hasta un 35% en 2020 debido a los efectos del coronavirus. 
Cuando buscamos puntos de referencia para comparar, hay poco que pueda igualar la crisis actual. Esta crisis es de una magnitud más devastadora que el brote de SARS de 2003. El SARS afectó a la industria durante un período de seis meses y fue geográficamente bastante limitado, con casi el 90% del total de 8.096 casos confinados a China y Hong Kong. Desafortunadamente, esta crisis de salud se ha extendido por todo el mundo y causará que la industria de las aerolíneas sienta sus efectos por un período mucho más largo.

##### __¿Qué acciones está tomando la industria?__

Las aerolíneas ya están respondiendo a esta dramática situación. Lufthansa anunció la semana pasada que retirará 42 aviones de su flota, incluidos seis A-380. Con esta reducción, Lufthansa está reduciendo su capacidad futura en un 20%. AIG también ha reducido su capacidad temporalmente en un 90%. IATA ha anunciado que las aerolíneas probablemente no podrán reembolsar el dinero de los vuelos que no operarán debido a la falta de liquidez. 
Las restricciones de viaje probablemente continuarán hasta finales de 2020 en muchas regiones. Los países tendrán nuevas políticas de inmigración con respecto a la atención médica y controles fronterizos más estrictos.

##### __¿Cómo afectará esto a la industria?__

Con esta situación, me temo que el futuro de muchas aerolíneas se verá comprometido; especialmente aerolíneas de bajo coste. Las aerolíneas ya están sufriendo fuertes tensiones financieras y pronto veremos muchas quiebras, nacionalizaciones, así como una serie de fusiones y adquisiciones en los próximos 6 meses.

Creo que los viajes de placer se verán más afectados que los viajes de negocios durante al menos los próximos 12 a 18 meses, y nos llevará al menos unos años regresar a la misma cantidad de pasajeros que volamos que antes. COVID-19 crisis.

Eso no quiere decir que los viajes de negocios se recuperen rápidamente. Esta crisis ha provocado que la mayoría de las empresas aceleren su transformación digital y sus esfuerzos de teletrabajo, enseñándoles a las empresas el poder y el posible ahorro de costes que ofrecen herramientas como Zoom, Teams y Webex, que seguramente serán mucho más útiles incluso después de esto. La crisis ha terminado.

Los OEM, liderados por Airbus &amp; Boeing, también se verán tremendamente afectados. En mis conversaciones con los proveedores de interiores de cabina, me comentan que esperan una disminución de la demanda de nuevos aviones del 30% en los próximos años. Probablemente veremos muchos pedidos de aviones cancelados o pospuestos. De hecho, el bajo precio del combustible erosionará la justificación del ahorro de eficiencia que permiten los aviones más nuevos, como el A350 y el B787, y muchas aerolíneas optarán por mantener sus flotas más antiguas.

##### __¿Qué va a cambiar?__

COVID-19 va a cambiar el mundo tal como lo conocemos. El cofinamiento en vigor en muchos países provocará un cambio en los hábitos de consumo y un cambio fundamental en los valores.

Los pasajeros que viajarán en el futuro se preocuparán más por su salud, limpieza de la aeronave, la privacidad y la densidad de los asientos.

Podría ser razonable suponer que los impulsores económicos con los que esta industria ha estado lidiando en las últimas décadas ya no serán tan válidos. Muchas aerolíneas tendrán que adaptar sus productos a los nuevos requisitos y los viajes serán más selectivos y caros, como hace 20 años.

Creo que habrá mucho espacio para la innovación. Las aerolíneas que puedan adaptarse rápidamente a este nuevo entorno sobrevivirán y saldrán de esta crisis en una posición competitiva más fuerte. Las aerolíneas deberán revisar todos sus procesos para ser más eficientes, deberán revisar sus procesos de limpieza e higiene para garantizar la salud de los pasajeros (especialmente alrededor de las pantallas táctiles, mesas de comedor, reposabrazos, etc.). Es muy probable que tengan revisar la salud de sus pasajeros y la tripulación de cabina antes de entrar en el avión y esto se convierta en un nuevo estándar, para garantizar la salud y la seguridad de todos a bordo. Las aerolíneas también tendrán que revisar la segmentación de sus clientes y la de sus cabinas, así como analizar las preferencias de los clientes.

Estoy bastante seguro de que esta crisis va a provocar cambios en la industria, y esto tendrá un impacto en los diseños de cabina y de las LOPAS. Dentro de la cabina, veremos una aceleración en el despliegue de nuevas interfaces, como el control por voz (en comparación con las pantallas táctiles), así como el CMF que estará determinado no solo por la estética sino también por la función antibacteriana.

_This article originally appeared in [Aircraft Interiors International](https://www.aircraftinteriorsinternational.com/industry-opinion/airlines-need-to-adapt-to-survive-and-thrive.html)._

_If you would like to learn about how Mormedi can help your company innovate in transportation and mobility, contact us at madridHQ\[at\]mormedi.com._

Convencer a las personas para que viajen nuevamente en un mundo posterior a COVID-19 probablemente requerirá cabinas más limpias, menos densas y más "sin contacto".

![](https://cms.mormedi.com/uploads/unnamed_6_86b7e2f676.jpg)

Aunque cada vez es más común escuchar que los vehículos __ACES (Autonomous, Connected, Electric &amp; Shared)__ acabarán sustituyendo a los vehículos tradicionales, todavía quedan muchas incógnitas sobre cómo se usarán realmente en diferentes contextos y países.

Reunimos a dos grandes expertos en movilidad para identificar los retos y propuestas que los actores de la industria deberán afrontar para prosperar en esta nueva revolución del transporte.

Anteriormente __VP de Tesla en la zona EMEA, y actualmente CEO de b3 Energy, Ben Hill se unió a Jaime Moreno, CEO de Mormedi,__ para discutir los retos a los que se deberá enfocar el sector desde el punto de vista de la experiencia de usuario, la infraestructura, el diseño, y la tecnología.

Aquí hemos recogido cinco conclusiones clave de su conversación.

#### __La sostenibilidad es costosa__

Aunque los vehículos eléctricos llevan ya algunos años en el mercado, la aceptación está retrasando el potencial que podrían tener. Esto se debe, principalmente, a las dificultades que supone poseer un vehículo eléctrico. ¿Cuáles son los puntos críticos por solucionar para facilitar la transición de vehículos regulares a vehículos eléctricos?

Según Jaime, aunque todo el mundo quiera tener un vehículo sostenible, no todos están dispuestos a pagar una suma considerable por adelantado. Ben asiente, y añade que, al considerar los inconvenientes y costes de cargar un vehículo eléctrico, es normal que la gente tenga dudas. Sin embargo, estos costes están bajando gracias a un incremento en el volumen y escala del mercado. Asimismo, la tecnología que tenemos actualmente mejorará y cambiará en los próximos 3-5 años, aliviando ciertas dificultades como las limitaciones de baterías, o la infraestructura de carga en ciudades.

![](https://www.mormedi.com/wp-contenthttps://cms.mormedi.com/uploads/2019/07/DSC02331-1.jpg)

#### __Miedo a lo desconocido__

Un aspecto planteado por Ben es el hecho de que mucha gente tiene miedo a tener un vehículo eléctrico. Desde el punto de vista de la experiencia del consumidor, se podría pensar que los vehículos eléctricos no tienen suficiente rango para viajes largos. Otra preocupación es el no poder cargar los vehículos por una falta de infraestructura en ciudades y carreteras.

Similarmente, Jaime indica que el rango es uno de los mayores problemas. “Mucha gente tiene un solo coche. Si no pueden usar un vehículo para irse de vacaciones, no van a comprarlo.” Sobre esto, Ben añadió que la tecnología de estos vehículos sigue en desarrollo y mejorará, dando solución a estas barreras.

#### __La opción menos contaminante – de momento__

Solemos pensar en los vehículos eléctricos como una solución ecológica en movilidad. Sin embargo, es una realidad que las baterías de litio tienen un impacto negativo en el medio ambiente al ser desechadas.

Según Jaime, esto es importante para los usuarios, quienes se preguntan qué harán con una batería de litio cuando ya no la puedan seguir usando. Si no se eliminan correctamente, se pierde el propósito de la sostenibilidad. Aun así, Jaime cree que los vehículos eléctricos representan una gran respuesta a los problemas de contaminación en ciudades. Jaime sostiene que en los próximos 3 o 5 años veremos a muchas ciudades prohibir el acceso de coches con motor de combustión a sus áreas centrales, motivando a sus habitantes a adoptar nuevas soluciones de movilidad.

Ben explica que existe legislación muy estricta sobre cómo deshacerse de baterías de litio, así como empresas que se encargan de reciclarlas: “Se puede aprovechar, probablemente, un 70% de las baterías; el otro 30% que no puede ser reciclado deber ser eliminado como residuos químicos. Sin embargo, esta sigue siendo la más limpia de las opciones contaminantes. Siempre que podamos reciclar y obtener el valor máximo de las baterías de litio será nuestra mejor opción.”

![](https://www.mormedi.com/wp-contenthttps://cms.mormedi.com/uploads/2019/07/DSC02338.jpg)

#### __Vehículos autónomos: disfruta del viaje__

En cuanto a la movilidad como servicio (MaaS), es probable que en pocos años veamos la gran mayoría de desplazamientos de pasajeros llevados a cabo con vehículos de flota, en lugar de coches privados, especialmente si tenemos en cuenta una potencial transición a vehículos autónomos (AVs). Si el público ahora es ahora mismo escéptico sobre los vehículos eléctricos, ¿será difícil para los consumidores aceptar los vehículos autónomos?

Según Jaime, tanto fabricantes como operadores necesitan desarrollar una relación de confianza con los consumidores. Sostiene que ya existe un precedente, como es el caso de los trenes sin conductor en aeropuertos, donde los pasajeros se sienten cómodos. Sin embargo, Jaime cree que “la gente necesita sentirse cómoda en las calles; esto significa que tiene que haber un cambio de comportamiento, y para un cambio de comportamiento necesitamos de 3 a 8 años.”

Los vehículos autónomos también plantean la pregunta de cómo será la experiencia de usuario cuando estos pasen de ser conductores a pasajeros. Cuando consideramos los diferentes tipos de servicios que las compañías automovilísticas podrían ofrecer a los pasajeros de vehículos eléctricos, Ben comenta que “hoy en día, todo el mundo está conectado, salvo si estamos conduciendo. Si estamos conectados conduciendo, significa que estamos haciendo algo ilegal o peligroso… Los vehículos autónomos nos brindan la oportunidad de hacer uso de este tiempo muerto que pasamos en un vehículo.” Esto significa una gran oportunidad para distribuidores comerciales, servicios personalizados, etc. El diseño estratégico, centrado en la experiencia del usuario, juega un rol importante a la hora de descubrir las necesidades del usuario y diseñar con estas en mente, comenta Ben.

![](https://www.mormedi.com/wp-contenthttps://cms.mormedi.com/uploads/2019/07/DSC02343-2.jpg)

#### __Ganadores y perdedores__

Finalmente, preguntamos a nuestros dos ponentes quién serán los ganadores y perdedores en esta revolución de la movilidad eléctrica. ¿Quién se beneficiará de los cambios, y quién sufrirá según la movilidad cambia con los años?

Ben cree que las empresas de automóviles tendrán dificultades a la hora de dejar atrás el modelo de concesionarios, por lo que tendrán que innovar o cambiar el modo en el que ven el mercado. Lo mismo se aplica a las petrolíferas, que tendrán que replantear sus conceptos de distribución para seguir siendo rentables.

Además, Ben cree que los usuarios van a ganar mucho. Por ejemplo, algunos vehículos eléctricos tienen la capacidad de almacenar energía que, dependiendo de la legislación local, puede ser vendida de vuelta a la red. Según Ben, esto reduce la necesidad de generación centralizada de electricidad en centrales, y podría reducir significativamente el coste de la electricidad.

Para Jaime, en la próxima década el 80% o más de las nuevas ventas de vehículos serán a flotas, y los márgenes serán más bajos. “Creo que va a haber fusiones entre concesionarios y marcas, así como una reducción en el número de marcas de automóvil. En unos 10 años, creo que habremos visto la mayor disrupción de la industria de automóvil de los últimos 100 años”.



Más allá del vehículo eléctrico: avanzando hacia un futuro sostenible en movilidad

![](https://mormedi.com/wp-contenthttps://cms.mormedi.com/uploads/2019/04/shutterstock_268840466.jpg)

Nadie puede resistirse a los cambios que experimentamos día a día. La industria de las aerolíneas lo sabe y las compañías empiezan a responder a los grandes retos a los que se enfrentan. ¿Cómo van a ser los aviones del futuro?

__\#Mundo tubular__ La estructura tubular está aquí para quedarse por lo menos 30 años más, por lo que la industria tendrá que ser creativa para conseguir ajustar una densidad de pasajeros más grande en el mismo espacio. En los últimos tiempos hemos sido testigos de varias soluciones que abordan este tema, como por ejemplo dos pisos en una cabina o taburetes en vez de asientos. Estas soluciones pueden parecer muy lejanas, pero el precio del combustible volverá a subir y los aviones no van a aumentar su tamaño, así que no os sorprendáis si alguna de estas soluciones se convierte en una realidad.

__\#Experiencias personalizadas & memorables__   
Con la arquitectura de las aeronaves como principal limitación, las aerolíneas tendrán que ofrecer una gran experiencia, personalizada para cada pasajero y más flexible. La tecnología será un factor clave en esta experiencia mejorada, permitiendo a los clientes diseñar su propia experiencia previa al vuelo: comida, detalles…De la misma manera que planeas tu viaje, puedes organizar la configuración del vuelo. Ya podemos ver alguno de estos ejemplos: la revista [_On Board_](https://www.youtube.com/watch?v=fMyKwh_2FLY) del Grupo de aerolíneas Latam.  
Según datos de [Apex](http://apex.aero/6.1/January-February), el 75% de los millenials valora la experiencia por encima de los objetos materiales.

__\#Soluciones flexibles y cómodas__  
Otro punto fundamental en esta experiencia ideal será el espacio de cabina y asientos, que serán más flexibles, lo que permitirá a los pasajeros trabajar, descansar y jugar en cualquier momento. Esperad a ver las últimas tecnologías y conectitividad total con todos los dispositivos. Las nuevas tecnologías de confort como la aromaterapia o terapias de luz, estarán incluidas para ayudar a los pasajeros a hacer frente a viajes largo. El asiento se tratará como el reino del pasajero, un espacio de paz con todo al alcance de sus dedos.

__\#Hacia los vuelos compartidos__  
Compartir servicios como [Uber Chopper](http://www.businessinsider.com/uber-is-going-to-use-airbus-helicopters-for-its-on-demand-sky-taxi-service-2016-1?pundits_only=0&amp;get_all_comments=1&amp;no_reply_filter=1#comment-569cf7588d3eaee50d3ba900) tendrá un pequeño _pedazo del pastel_, que actúa como una fuerza de vuelo habitual para vuelos cortos de medio alcance. Estos servicios tienen la demanda de pasajeros de las líneas aéreas de flexibilidad, este servicio va a presionar a las compañías aéreas y transformar la industria, como lo ha hecho sucede con el transporte terrestre. Esperar a ver algunos cambios serios, la venta de su billete u ofertas de última hora más espectaculares que podría convertirse en una realidad.

__\#La revolución verde__
Es un hecho que&nbsp;los motores cada vez son más eficientes, con el precio del combustible subiendo a largo plazo y las tecnologías en auge en sectores cercano como los automóviles. En los años que llegan, deberíamos ver un cambio hacia las energías verdes en la industria de las aerolíneas. Aunque ahora está en una etapa embrionaria, por ejemplo [Solarimpulse](http://www.solarimpulse.com/), debería llegar a ser una realidad en los próximos 50 años. Este salto tecnológico será acompañado de un cambio en la arquitectura del avión, cabinas más largas y más anchas con formas inusuales que permitirán mayor densidad de pasajeros y menos consumo de energía. Hemos visto ya conceptos interesantes hechos por Airbus o la [NASA](http://www.nasa.gov/topics/aeronautics/features/flight_2025.html) con formas novedosas.

La industria aérea es muy competitiva, pero no ha cambiado mucho en los últimos años; será emocionante ver cómo los cambios de estos elementos exteriores se imponen en la industria.



Los futuros retos de las aerolíneas

![](https://cms.mormedi.com/uploads/Mormedi_Post_ilustracion_4a4b36fa10.jpg)

Que el Covid-19 es una tragedia para la industria aérea, no cabe duda alguna. Ahora, decir que la pandemia es la culpable de la crisis por la que atraviesa la aviación, podría no ser del todo cierto. El problema venía de antes. La pandemia ha sido ese último empujón al precipicio desconocido en el que están hoy, pero no tiene por qué ser un salto al vacío, puede ser una oportunidad para que se replanteen el modelo de negocio de verdad…que vayan por esa transformación que les permita ser una industria sostenible en el tiempo.

Pensemos pre Covid-19, mientras las aerolíneas estaban centradas en buscar la manera de hacer rentable el transporte aéreo de pasajeros y de carga en un mercado ultra competitivo, saturado de ofertones y con márgenes especialmente bajos, los gobiernos empezaban a plantearse políticas para enfrentar el cambio climático, las personas empezaron a pedir movilidad.

# Y no cualquier movilidad, una que sea práctica y conveniente, sostenible y que les diera una experiencia relevante. Ya sea por tren, avión, bicicleta, scooter, hyperloop o todas las anteriores juntas.

Así, en los últimos años han ido surgiendo nuevos modelos de transporte multimodal que responden a la necesidad de agilizar las ciudades y mejorar la experiencia del pasajero, que lo que quiere es llegar de un punto a otro. Uber lo ha entendido y desde hace ya un año, en varias ciudades importantes del mundo, permite acceder a información en tiempo real sobre las paradas cercanas y los horarios de partida del transporte público en la misma app. Es como que una aerolínea te recomiende viajar en tren para ahorrar tiempo y dinero cuando así lo sea…

Mientras estos nuevos conceptos de transporte emergían, las personas empezaban a poner en duda los costos reales del “Fast world” en el que vivimos. Partió con el “fast food” a inicios de los años 2000; una década después se empezó a repensar el verdadero del impacto del “fast fashion”; hasta que le llegó la hora al “fast tourism”.

Es cierto que somos la generación más viajada de la historia, y que el modelo low cost en la aviación ha permitido democratizar un medio de transporte que, durante décadas, tuvo un alcance restringido. No obstante, está llegando el momento de pensar en el verdadero costo que tiene ir a Roma por un fin de semana, más allá de los 20 euros por tramo que puede llegar a valer un pasaje en Ryanair. Al igual que con la ropa, pasamos a tener experiencias muy rápidas que no dan tiempo de disfrutar de verdad. Y ¿todo lo que contaminaste por esa selfie en el Coliseo?

# El modelo de negocio de las aerolíneas debe ir más allá de llenar los aviones a cualquier coste. Lo que lleva al último síntoma de esta crisis. La experiencia del pasajero.

El tema que del que más nos gusta hablar en Mormedi. Se trata de un pasajero híper exigente, empoderado y con un arma que puede ser letal llamada redes sociales. Las aerolíneas ya no pueden decirle a una persona que porque pagó 20 euros por ese pasaje va a ser tratada como carga, algunas incluso llegaron a cobrar por peso, y es que cuando tienen un modelo de negocio que funciona al límite de la rentabilidad, cualquier detalle afecta la última línea.

En fin, el COVID-19 puede terminar siendo ese empujón que necesitaba la industria aérea para reformularse por completo. ¿Qué se necesita un decrecimiento del tráfico aéreo? Puede ser, viajar menos pero que sean viajes de calidad, en los que se disfrute durante todo el journey, desde la compra del pasaje, la ida al aeropuerto, el paso por las puertas de embarque, el servicio a bordo hasta la llegada a destino. Y todo esto dentro de un modelo de negocio que sea sostenible y proactivo en la transformación, porque con Greta Thunberg ya vimos que entre las regulaciones de los gobiernos y la sociedad civil hay una brecha, y si nos sentamos a esperar a que salga la ley para actuar, llegaremos tarde.

En Mormedi estamos conscientes de esta brecha y de la imperiosa necesidad que tienen las empresas de adelantarse. Para ello, tenemos un framework de sostenibilidad con el que analizamos la posición de una compañía en esta materia, así como todo el ciclo de la vida de un producto o servicio, desde que se idea hasta que el ciclo finaliza, siempre velando por entregar la mejor experiencia de usuario en todo el proceso.

Para más información sobre cómo podemos ayudar a que tu negocio sea sostenible escríbenos a madridHQ@mormedi.com o[ visita mormedi.com.](https://www.mormedi.com)



¿Es el Covid-19 el culpable de la crisis por la que atraviesa la aviación?

![](https://mormedi.com/wp-contenthttps://cms.mormedi.com/uploads/2019/05/car-connection-dashboard-1305305.jpg)

No cabe ninguna duda que el futuro de la movilidad urbana se basa en tres desarrollos tecnológicos fundamentales; conectividad, electrificación y autonomía. Los tres se encuentran en periodos de madurez muy diferentes, siguiendo cada uno su particular curva de innovación.

El desarrollo de la conectividad móvil ha propiciado, desde hace unos años, la aparición de nuevos modelos de negocio y propiedad, que han transformado la manera en la que viajamos tanto en el sector público, en el privado o ambos. La electrificación de vehículos ya es una realidad con los primeros modelos 100% eléctricos y enchufables circulando por la ciudad. Siendo probable que los vehículos de autonomía de nivel 4 (totalmente autónomos) no lleguen, según los expertos, hasta 2025-2030.

Este desfase entre las tres curvas de innovación y la íntima relación que hay entre ellas, hacen que el sector de la movilidad esté sufriendo la revolución tecnológica más importante desde la invención del coche. En este periodo de cambios, estamos viviendo la entrada en la industria de nuevos competidores que están alterando el _status quo_ de una industria reticente al cambio. Solo el tiempo dirá quién sale vencedor de esta revolución y quienes acaban convirtiéndose en otro “momento Kodak”.

En este artículo nos centramos en la electrificación de vehículos y específicamente en el impacto que está teniendo en la movilidad urbana.

### El Vehículo  
### Eléctrico: Antecedentes

“Range Anxiety”, desarrollo infraestructuras de recarga, baterías intercambiables, pago de baterías solo por km recorrido…son todos conceptos innovadores con los que estamos familiarizados hoy en día, sin embargo, resulta sorprendente pensar que en realidad se desarrollaron a principios del siglo XX en lo que fue la era dorada de los vehículos eléctricos.

Desde, el que es considerado el primer vehículo eléctrico, el Flocken Elektrowagen, fabricado en 1888 hasta los primeros años del siglo XX, el vehículo eléctrico tuvo un gran éxito y se calcula que en 1900 alrededor de un tercio de todos los vehículos en la carretera eran eléctricos.

Con el desarrollo de las infraestructuras, el crecimiento del “territorio” circulable y los hallazgos de grandes reservas de petróleo, los vehículos eléctricos perdieron progresivamente mercado frente a los de combustión interna hasta quedar reducidos a un uso muy especializado.

### El Vehículo Eléctrico Hoy

El interés renovado en la electrificación de vehículos se debe a dos factores fundamentales; el desarrollo tecnológico de baterías y las nuevas presiones regulatorias que están llevando a cabo gobiernos locales y nacionales, alineadas con la concienciación social al respecto. La escasez de combustibles fósiles sigue vigente, aunque en los últimos años los fabricantes han conseguido niveles de eficiencia sorprendentes en los motores de combustión, que hacen que el horizonte de agotamiento se aleje.

Resulta raro pensar que el renacimiento de los vehículos eléctricos se debe a nuestros teléfonos móviles, pero la realidad es que el aumento de la eficiencia y la reducción del precio de las baterías ha sido liderado por el increíble crecimiento de usuarios de dispositivos móviles, especialmente smartphones. McKinsey calcula que en un espacio de cinco años el precio por kWh descendió de $ 1000 a $ 350 y estima que en la próxima década podría descender incluso por debajo de $ 100. Con la aparición cada día de nuevas aplicaciones tecnológicas de dispositivos, que hacen uso de almacenamiento energético, no sería raro pensar que este proceso se acelere aún más.

Otro factor fundamental se debe a la concienciación sobre la contaminación debida a gases que contribuyen al efecto invernadero y partículas en suspensión. Gobiernos, administraciones regionales y ayuntamientos están imponiendo medidas cada vez más estrictas para reducir las emisiones debidas al parque móvil, imponiendo impuestos y restricciones circulatorias. Las preocupaciones sobre contaminación y sostenibilidad solo se ven exacerbadas por las proyecciones de desarrollo urbano. Según Naciones Unidas en 2030 un 60% de la población global vivirá en regiones urbanas frente al 54.5% en 2016. Además se prevé que de ese 60% al menos un 27% de la población estará concentrada en ciudades de más de 1 millón de habitantes y de ese 27% un 8.7%, aproximadamente 730 millones de personas, en ciudades de al menos 10 millones de habitantes.

El sonado caso del “diesel gate” en el que se ha visto envuelto el Grupo Volkswagen (entre otros) ha precipitado los planes de electrificación de muchos fabricantes. En el caso concreto de VW en pocos meses se pasó del mensaje “diesel aún tiene un gran futuro” al anuncio de 30 nuevos modelos eléctricos/híbridos durante los próximos 10 años y a una restructuración profunda de la plantilla.

Otro movimiento importante de la industria y la electrificación de vehículos lo protagonizó Volvo anunciando en Junio del 2017 que todos sus lanzamientos a partir del 2019 tendrán un motor eléctrico (como único motor o combinación con otro tipo). Según Volvo: “El anuncio representa uno de los movimientos más significativos que ha realizado cualquier fabricante en los últimos años y pone de relieve la decadencia que va a sufrir el motor de combustión interna en su transición a un nuevo capítulo en la historia del automóvil.”

### Curva de Adopción Más Regulatoria Que Consumo

Bajo las premisas de búsqueda de un método de transporte más equilibrado, nos encontramos que en el contexto de la movilidad urbana, en ciudades de alta densidad, la electrificación vendrá impulsada por un cambio regulatorio, más que por las necesidades de los usuarios.

Esta electrificación “forzosa” que ocurrirá en los próximos años, junto con el desarrollo, especialmente de la conectividad y nuevos modelos de consumo compartido, llevarán a un cambio de paradigma y polarización de modelo comercial donde la mayoría de los vehículos de transporte de personas pasarán a ser propiedad y estar gestionados por organizaciones públicas o privadas – el desplazamiento urbano 100% como servicio.

Esta transformación del desplazamiento urbano como servicio y la reducción de vehículos privados promoverá, sin lugar a duda, la multimodalidad. La movilidad urbana del futuro no dependerá solo de la conectividad compartimentalizada de nuevos modelos de consumo compartido promovidos por organizaciones privadas, sino por la conectividad más eficiente entre los diferentes sistemas público-privados para conseguir un sistema de desplazamiento que responda a la nueva economía “bajo demanda”.

En este renacimiento del vehículo eléctrico están involucrados diversos actores, y el diseño tiene que asumir también su responsabilidad, que es encontrar la forma y el modo adecuados para que el impacto sea real y positivo para los usuarios finales.

### Design Approach

Es necesario observar con amplitud de miras y profundidad los factores que afectan a la movilidad, de cara al futuro. Los diseñadores somos especialistas en observar contextos, analizarlos y reflexionar en busca de conclusiones. Y luego en la obtención de claves que nos permitan definir soluciones futuras que aporten valor.

La solución a la movilidad urbana no puede ser una adaptación más del coche de siempre, una máquina de 1500 kg, que ocupa 10m2 y que transporta a menos de dos personas. No se trata de transformar ese vehículo para que funcione con baterías en vez de con gasolina. Ese es un producto que pertenece a otra era.

El enfoque debe ser más profundo y más riguroso. Debemos ser valientes para cuestionar, y estar preparados para descubrir. Y para proponer.

Hagamos diseño, apliquemos metodologías que nos hagan ser capaces de situarnos en escenarios futuros, para aportar innovación real. Evitemos la dinámica de la adaptación y del ensayo-error, que cuesta años y dinero, y que ya no sirve para seguir el ritmo del desarrollo social.

El cambio ha comenzado a producirse: La diversificación de vehículos que observamos en nuestras ciudades abre el camino a nuevas posibilidades. El reto es pasar de un vehículo que hoy por hoy no satisface a nadie, a vehículos inéditos, más adaptados, que satisfacen y benefician a todos, como individuos, y como sociedad.

Esto solo será posible si nos apoyamos en la tecnología. No podemos dar el salto si limitamos las posibilidades de una nueva tecnología encajonándola en una concepción arcaica del producto.

Después de años de desarrollo ahora contamos con las posibilidades de las arquitecturas eléctricas nativas, que permiten una libertad de diseño que no permitían las arquitecturas tradicionales propias del vehículo de combustión. Ahora no debemos adaptar el diseño a los espacios que nos deja la tecnología, sino que podemos componer de forma mucho más flexible el _package_ del vehículo. Las posibilidades de innovación e impacto a nivel diseño dependerán de la interpretación de estas nuevas tecnologías.

### Conclusiones

Hace 100 años descubrimos que la electricidad servía – también – para propulsar automóviles, pero no concurrieron otros factores necesarios para su proliferación. En aquel momento el motor de combustión representó el mejor compromiso. La historia ha seguido su curso y es ahora, más de 100 años después, cuando sí ha llegado el momento. Ahora sí confluyen todos los desarrollos necesarios, que crean el contexto propicio. La espera ha valido la pena porque, de hecho, a lo que nos enfrentamos no es a una variación que aporte un valor significativo pero parcial, sino que estamos ante un cambio de paradigma.

Nuevas tipologías de vehículos están naciendo, y otras están por descubrir. Contando con la indiscutible relevancia de la movilidad en las vidas de los seres humanos, el diseño – como disciplina esencialmente centrada en el usuario – debe convertirse en herramienta crucial en la definición de los sistemas de movilidad futura. Se acercan tiempos emocionantes.



El futuro de la movilidad urbana

![](https://mormedi.com/wp-contenthttps://cms.mormedi.com/uploads/2019/05/light-streaks-light-trails-long-exposure-1716134.jpg)

España, con más de 3.000 kilómetros, es el primer país de Europa y el tercero en el mundo –tras China y Japón- con más kms. de Alta Velocidad. Y nuestra red ferroviaria cuenta, además, con 11.483 kms. de red convencional, 119 de red mixta y 1.207 Kms. de vía estrecha o métrica.  
  
La __industria ferroviaria española__, que ofrece productos y soluciones innovadoras de última generación, desarrolladas e implementadas en más de 80 países, es __líder y referencia mundial__ en el sector, como reconoce Mafex, la asociación que aglutina a más de 70 empresas de la industria ferroviaria española y que acumulan alrededor del 85% del total de las exportaciones ferroviarias de nuestro país.

El número de subsectores que participan en esa cadena de valor de la industria ferroviaria es extenso: construcción, electrificación, estaciones, mantenimiento, material fijo y equipos, componentes y equipos embarcados, equipos y maquinaria para fabricación de material rodante, fabricantes, constructores, interiorismo, mantenimiento, seguridad, ingenierías, consultorías, señalización, control de tráfico, telecomunicaciones y ticketing…. Y, para mantener la posición de liderazgo del sector ferroviario español, las empresas que prestan esos servicios están abocadas a invertir en la innovación continua ya que la evolución tecnológica es un requisito indispensable para su participación en el negocio. Sus innovadoras soluciones están siendo desarrolladas e implementadas en proyectos ferroviarios llevados a cabo tanto en España como en los mercados internacionales, ya que más del 50% de las exportaciones de las pymes españolas tienen como destino países de la Unión Europea, uno de los mercados ferroviarios más exigentes del mundo.

Sólo en España, RENFE transportó más de 465 millones de pasajeros en 2015. En el ámbito Cercanías, esta compañía transporta más de 1.100.000 personas al día, mientras que sus trenes de Alta Velocidad (AVE) y Larga Distancia concluyeron el ejercicio 2015 con casi 31 millones de viajeros transportados, segundo récord anual consecutivo.

Incrementar ese volumen de clientes cada año requiere una considerable inversión en recursos técnicos y económicos pero la satisfacción de los usuarios es y será clave para el negocio. __Evolucionar en la experiencia de usuario es fundamental__, más aún en un contexto en el que las nuevas generaciones disfrutan de nuevos hábitos que deben ser satisfechos si queremos fidelizarles como clientes.

Hay que analizar sus expectativas, su adaptabilidad a las nuevas tecnologías, sus nuevos conceptos del confort y la eficacia, sus inquietudes por la sostenibilidad y la seguridad, pero, también, es necesario avanzar en la accesibilidad para todo tipo de usuarios, estudiar las implicaciones del envejecimiento de la población, las necesidades de las personas discapacitadas, de las que acuden con equipaje, la sostenibilidad, la seguridad.

En definitiva, __es necesario definir la experiencia de cliente__ hasta el más mínimo detalle, desde el modo de adquirir el billete hasta el entorno de la estación, la entrada, los vestíbulos, los pasillos de acceso, los vagones.

![](https://mormedi.com/wp-contenthttps://cms.mormedi.com/uploads/2019/05/jk-35135-unsplash.jpg)

Por lo tanto, en un futuro inmediato disfrutaremos de innovadores conceptos de estación, con nuevos mobiliarios capaces de satisfacer la experiencia de usuario de los clientes más exigentes.

Veremos soluciones idóneas para las necesidades de unos consumidores cada vez más conscientes del valor de los servicios, que se preocupan por soluciones sostenibles y que quieren sacar el máximo provecho de su viaje.&nbsp;

Pero para mantener y elevar ese diferencial, entre transportes y competidores, es necesario un buen conocimiento del usuario y de la aportación de valor. Si el transporte se convierte en un mercadeo de asientos baratos, sin ningún tipo de atractivo, las empresas no podrán hacer sus previsiones económicas mediante valores objetivos. Si no se tiene un matiz distinto, el usuario – mayormente infiel – cambiará de unos a otros medios de transporte según su conveniencia. Es imprescindible, por lo tanto, fidelizar al cliente y hacerle cambiar el hábito de buscar lo más barato por la costumbre de tenernos como favoritos en su navegador o en su móvil.

Rediseñando la experiencia del pasajero podremos obtener un beneficio mayor, ofreciéndole servicios a bordo con mayor valor añadido, justamente lo que el viajero demanda. También, en la estación, en el antes y el después, puede mejorarse, incluso adecuarse a la experiencia en el viaje para llegar a prácticas que siendo de otros sectores, son viables y de fácil adaptación al ferrocarril.

Quizás, y sin perder el horizonte de las cifras económicas, __estudiar al pasajero como el centro de la operación__, y no al tren, pueda llevar a los operadores del sector a obtener más ingresos y convertir a los viajeros en fieles aliados del nuevo modelo de negocio.



¿Cómo mejorar la experiencia del usuario para el sector ferroviario?

Hyperloop Transportation Technologies (HyperloopTT) and Mormedi, the design and innovation company, today unveiled the design of an electric-powered cargo transportation system, autonomous electric trucks and hyperloop capsules created to revolutionize the freight transport industry.

Engineered to current industry standards, the HyperPort system is a plug-n-play solution for port operators capable of transporting containerized cargo hundreds of kilometers in minutes. The system can move 2,800 containers a day in an enclosed operating environment that eliminates at-grade crossings to increase reliability, efficiency and worker safety. HyperPort capsules can sustainably transport two 20-foot standard or high cube containers or one 40- or 45-foot container at airplane speeds.

“Using the same underlying technology as our passenger systems, the HyperPort can future-proof supply chains while returning valuable seaside real estate back to surrounding communities,” said Andres De Leon, CEO of HyperloopTT. “Our work with world-leading firms to move this technology forward is a significant revenue opportunity for port operators all around the world.”

![HTT_3-min.png](https://cms.mormedi.com/uploads/HTT_3_min_7f5876459e.png)
![HTT_1-min.png](https://cms.mormedi.com/uploads/HTT_1_min_b4109eac43.png)


**Redefining freight transport**
Mormedi designed the cargo capsule to meet the demanding technical and engineering requirements for high-speed freight transport between cities through HyperloopTT’s low-pressure tubes. The company also worked on a concept for ports to create a solution that reduces the vast amount of space occupied by containers in ports. Transporting cargo via HyperloopTT will increase the frequency by which containers can be released from ports and sent to their destinations. This way cities will both liberate useful urban space and reduce air pollution from port-related cargo movement.

Jaime Moreno, founder and CEO of Mormedi, said, “We are proud to be a member of this cutting-edge mobility collective. Our team of designers and engineers has worked hard to achieve an innovative and feasible design for the cargo capsule that will travel in the Hyperloop tube. By looking at the challenge of freight transport from a systems perspective, we have been able to design a concept for the autonomous integrated hyperloop ports that illustrates how cargo can be transported in a more sustainable and efficient way.”

**HyperPort**
HyperloopTT has created a joint venture company with the Port of Hamburg terminal operator Hamburger Hafen und Logistik Aktiengesellschaft (HHLA) to focus on using hyperloop technology for port and inland shipping container operations. The project will initially focus on the construction of a transfer station for testing purposes, as well as a 300 feet cargo route along with a special freight capsule and loading dock ([watch video](https://youtu.be/mfghCDa1Cok)).


large_HTT_3-min.png

medium_HTT_3-min.png

small_HTT_3-min.png

thumbnail_HTT_3-min.png

HTT_3-min.png

HyperloopTT and Mormedi reveal a sustainable freight transportation system

large_HTT_6-min.png

medium_HTT_6-min.png

small_HTT_6-min.png

thumbnail_HTT_6-min.png

HTT_6-min.png

Last week I had the chance to participate at the first version of [IAA MOBILITY](https://www.iaa.de/en/mobility/newsroom/press/press-releases/resounding-success-in-munich-iaa-mobility-established-itself-as-a-new-global-platform-for-mobility), erroneously known as the Munich Auto Show, since it is organized by the Association of the German Automobile Industry (VDA, for its acronym in German) and has been created to replace the traditional Frankfurt Motor Show, held biannually [since 1897.](https://es.wikipedia.org/wiki/Salón_del_Automóvil_de_Fráncfort)

The world is changing, and the VDA has realized it and taken action, achieving this year -still in pandemic- more than 400 thousand participants from 95 countries, 744 exhibitors, especially many young people, about 70% of the visitors were under 40 years of age.

It is no coincidence that they have been able to reach a millennial and GenZ audience. For the first time, this iconic event has ceased to be an activity in a fairground on the outskirts, and has been held both inside and outside the city, with the aim of being within reach of pedestrians, those who sometimes transport in shared cars, electric bicycles, ¨scooters¨, and that are transforming the world of mobility.
 
It has been interesting to see how luxury brands, which in previous years participated to show off their most ostentatious models, this year have opted for micro mobility, convenience, compact cars and electric motorcycles.

![Robotaxi Hyundai.jpg](https://cms.mormedi.com/uploads/Robotaxi_Hyundai_a9cb257d65.jpg)
![IMG-2328.jpg](https://cms.mormedi.com/uploads/IMG_2328_9e353b8e71.jpg)


The event also had a relevant presence of autonomous vehicles, such as the [Hyundai robotaxi.](https://www.hyundai.com/worldwide/en/brand/robotaxis) Another novelty was the presence of 3D printing with a new model of electric bicycle made with this technology. 

In addition to noticing an unquestionable presence of Chinese brands, I was struck by finding an entire pavilion with more than 75 brands of bicycles and scooters, as well as technology companies and mobility start-ups.

**“Back to basics” in urban mobility**
 
We are going back to basics, giving the cities back to those who travel by foot, scooters, bicycles -but this time they are electric and with a large drawer for the transport of last mile packages-. Clearly, we are aiming for cities with fewer cars, giving priority to slower vehicles. We are seeing it in Madrid, for example, where the maximum speed on one-way streets is 30km/h. [Paris has also done](https://elpais.com/clima-y-medio-ambiente/2021-08-29/paris-obliga-a-los-coches-a-echar-el-freno.html) it more drastically imposing this speed limit practically in the entire city.

Finally, just as the electric vehicle is establishing itself as the sustainable solution for cities, at this fair it has been seen how hydrogen is positioning itself as the alternative for heavier vehicles, with brands such as Quantron.

In short, IAA MOBILITY has achieved its mission of going from being an automotive fair to a mobility platform, bringing together important players in the future of mobility, in which luxury no longer prevails as the key element. Functionality, practicality, sustainability, and, above all, people, are becoming the center in this new mobility era. 


large_City transformer.jpg

medium_City transformer.jpg

small_City transformer.jpg

thumbnail_City transformer.jpg

City transformer.jpg

IAA MOBILITY, back to basics

large_IMG-2314.jpg

medium_IMG-2314.jpg

small_IMG-2314.jpg

thumbnail_IMG-2314.jpg

IMG-2314.jpg

Last week we enjoyed at the Mormedi headquarters the third edition of “Talking Futures”, our series of short conversations about trends that are changing the world and that expand infinitely into the future.

We were lucky to have the presence and opinion of Dimitris Bountolos, Chief Information & Innovation Officer at Ferrovial, a benchmark in the infrastructure sector.

In the conversation, based on our Trend Cards, Dimitris talked about the “Intelligent safety” trend after the questions our Director of Brand and Digital Strategy, Joe Lozano, asked him.

You can listen to the full interview on [Spotify](https://open.spotify.com/episode/1XUij67B7t5lqyB7ZHiJgl?si=aa3bd79e7c914dab) and on [Ivoox](https://www.ivoox.com/mormedi-talking-futures-dimitris-bountolos-chief-information-audios-mp3_rf_82839630_1.html), and watch it on our [YouTube channel](https://www.youtube.com/watch?v=MyND8vukA9k). Here we collect some interesting excerpts from what Dimitris shared with us.

**Why have you chosen this trend?**

Because it is the least sexy. Everyone talks about “autonomous driving”, everyone has very high expectations of the new “onboard retail”, closely linked to autonomous driving and allowing you to get away from the wheel, creating a space and use of it, and everyone tries to monetize it. But the component of how technology can be able to reduce accidents in a consistent way regardless of the method of transport is also a revolution. It seems that it has a second order of importance, it is not so evident, or it has fewer incentives, and we think that we have an additional responsibility.

We are spending a lot of time thinking about how we can make it easier for this improvement or extension of "safety" to come not only from the vehicles but also from the infrastructure, which was not usually an ally. And we are seeing how the ecosystem, that "situational awareness" or this amplification of information in which you can gain a few seconds of advantage in advance before an accident can be generated or you have a decision that is very complex for the human being… We are spending a lot of time on it.

**What are you doing?**

In different ways, from the infrastructure, turn it into an ally. (...) One of the first decisions is: why don't we digitize the infrastructure and in that digital replica begin to incorporate mechanisms that can give the vehicle an "amplified situational awareness"? Why are we not able to define a standard that transmits the information of traffic signs, static or dynamic, in advance?

What we did was embark on a project to digitize the physical infrastructure, define models in which we could simulate multiple scenarios, create algorithms in which, with our cameras and the "footprint" we have of years in our assets, we could identify which use cases we could be developing with a link to “safety”, and then train those algorithms, creating images and synthetic environments to improve some use cases.

What we realized is that we could make these use cases available through microservices or APIs and try to connect them to a value chain in which, when the vehicle was not yet ready, you could have a much more effective dynamic management in the panels, elevate that information to a control center to make much more robust decisions, connect with actors such as the browsers that today try, in a collaborative way, such as Waze and others, and get closer to the vehicle, which was the ultimate goal: that the vehicle, either with assistance or with an orchestration that uses that input to make a decision, such as slowing down or braking, will reduce the degree of freedom that today a human is unable to manage when you are putting pressure on them to socialize inside the vehicle or do things other than driving.

We have 14 or 15 use cases, from the simplest: an object in the middle of the highway, a kamikaze in the opposite direction, in an addition to a central road where there is a high density of traffic, to have the reference if I have to slow down or not, doing the calculation not by what I see but by what I tell you; and that can even make circumstances not so directly linked to safety but to the capacity of the road, moreover, improve.

**What do you think is the trend of smart cities today?**

Especially that there is a lot of sensitivity. The pressure to reduce the accident rate in mobility, interurban or urban, is increasing. It is inconceivable that we have smart devices that have not been applied to something as valuable as life. (...)

The cities already had a history of years trying to identify what mechanisms they could deploy. In intercity environments and arrival arteries it was not so common. There are standards, and this is very important. Today, to a large extent, car manufacturers have realized that the vehicle is increasingly a commodity and that the differentiation of one model from another model, of one brand from another brand, relies more on digital and less on the physical. (...)

The automobile industry has not made much sense for many years to develop its competitiveness through a product that is commercially differentiated from the point of view of service. And today, through digital, having recurring updates, being connected and waiting for things to happen during the life cycle of the vehicle is a “must”. The vehicle is worth more as time goes by or it is worth less if it does not incorporate certain issues.

**How do you see this trend in the medium term?**

I think it will incorporate more of the "behavioral" of the user, whether or not they have less and less involvement as a driver. I believe that the behavior patterns associated with what I do and how I do it, with a dynamic in which the camera inside has certain sensors to see if I am tired, tracking such delicate aspects as being affected by alcoholic substances that reduce your cognitive ability... is a complementary area to what I have told you. (...)

Today there are models in which "safety" can become a reward if you have objective patterns linked to acceleration, braking, the use of certain signals, anticipation when making certain gestures... There is a point of complicity with the driver in which being aware of what he is doing and knowing that he can have a reward and have passive elements that are monitoring him, and that this does not generate friction due to the exposure he may have, is a second evolution of what we are proposing.


large_PXL_20220216_175105067.jpg

medium_PXL_20220216_175105067.jpg

small_PXL_20220216_175105067.jpg

thumbnail_PXL_20220216_175105067.jpg

PXL_20220216_175105067.jpg

Talking Futures #3: Infrastructures applied to safety

The future of transportation goes from technology, infrastructure, collective transport to multimodality. There are many international events that cover these topics from different perspectives, [InnoTrans](https://www.innotrans.de/en/) is one of the most complete ones. 
Besides seeing tank wagons, high-speed trains, and buses displayed on 3500 metres of track, we identified five trends that will be shaping the world of transport. 

### 1. Hydrogen, hydrogen…did we say hydrogen? 

Hydrogen has a key role to play in decarbonizing transport and manufacturers are aware of it. At InnoTrans, we got to see hydrogen fueled trains and buses. This is a trend that we already saw at last year’s IAA Mobility as a solution for heavy goods vehicles and is becoming more and more relevant. 

### 2. Homelike atmosphere 

Manufacturers are using wood-finish laminates, textiles more similar to those found in the home even marble-style bathroom finishes in the interior of the trains. 

![Livery.jpg](https://cms.mormedi.com/uploads/Livery_333a173aca.jpg)
![Señaletica.JPEG](https://cms.mormedi.com/uploads/Senaletica_ece890cbfd.JPEG)

### 3. Interiors designed for multimodal transport

Multimodal transport is becoming relevant. People want to get from point A to B walking, by bicycle, car, train, plane or all of them together. Manufacturers are designing cabin interiors of trains taking multimodality into consideration, with spaces to bring along bicycles and scooters even going the extra mile with charging areas for those that are electric.

### 4. Impressive livery

We got to see trains with full vinyl-covered exteriors and eye-catching graphics.

### 5. Digital signs and screens everywhere 

Digital screens inside and outside the trains both for information and advertising purposes, with new solutions for displaying from screens in more visible places, projections on glass, to icons on windows and lights on doors.

large_Instagram2.JPEG

medium_Instagram2.JPEG

small_Instagram2.JPEG

thumbnail_Instagram2.JPEG

Instagram2.JPEG

The latest in railway transportation at InnoTrans 2022

large_IMG_20220921_115824.jpg

medium_IMG_20220921_115824.jpg

small_IMG_20220921_115824.jpg

thumbnail_IMG_20220921_115824.jpg

IMG_20220921_115824.jpg

What is going to happen with transportation in the cities of the future? That is the question we wanted to answer during our latest Talking Futures at Mormedi a few days ago. 

In this opportunity, we had the chance to invite [Fabio Filippini, ](https://www.linkedin.com/in/fabio-filippini-b3705250/)one of the world's leading car designers, creator of the Ferrari 458 Speciale, Ferrari California T, Ferrari GTC4 Lusso, among many other icons, who came from Japan to share his experience with us.

According to Fabio, who has over 30 years of experience in the mobility world, we are going through a major change that is going to transform the way we move within the cities. 
“The transportation world, the automotive world, is going through a major revolution like what happened when the candle went to the electric bulb. **The electric bulb wasn’t born by improving the candle, it was born by changing it completely. Now we are the bulb, but we are the LED bulbs**. We still look the same for this case but in reality, is an even bigger revolution. Because LED is not just light, is many ways of expressing light, information, plenty of things. LED is screens, is flexible light, is medical, it gave a help to completely transform the way surgery is done today”, he explained during his presentation at Mormedi. 

This major change means that nowadays, there are multiple ways of doing mobility, so the solution is no longer a product, but the interconnection between all these multiple forms and services that enable us to move from one place to another. 

“Even car makers and big OEMs are also shifting and changing their way of doing things. For example, [Mobilize](https://www.mobilize.com/es/te-presentamos-mobilize/mobilize-x-renault-group/) is a new service offered by [Renault](https://www.renault.es/?ORIGIN=SEA&CAMPAIGN=es-es-r-l-def-brand-all_products-na-go-classic-marcapura_OMD202112768635&gclid=Cj0KCQjwqoibBhDUARIsAH2OpWiE5wozKd4jQtAiK8jyAiddqAL3BZRNdXdo6BYf7RnrRR93BOBXJpoaApOAEALw_wcB&gclsrc=aw.ds) for car sharing or for different services with a subscription. They develop specific vehicles that are modular. The same base electric vehicle could be for personal individual transportation, for car sharing, for delivery and they have different forms of vehicles. **Car makers are already going over the simple fact of selling products. They started to sell services like it happened with the mobile phone that we don't buy anymore. Most of the time we buy the service, and the mobile phone comes with it**”.

![Fabio Filippini.mp4](https://cms.mormedi.com/uploads/Fabio_Filippini_76b939e4cd.mp4)
![PHOTO-2022-10-19-20-32-36.jpg](https://cms.mormedi.com/uploads/PHOTO_2022_10_19_20_32_36_0574db1d68.jpg)

### What is the challenge? 

Autonomous cars are a reality today, the most recent cars have already an autonomous function. Now the problem is to finalize the integration of the autonomous car into a mixed environment. And this of course is also true with many other ways of transportation, either by air, delivery, people or either by rail, they will have to be integrated, Fabio explained. 

“**We should probably start to think more about cars not so longer as an individual vehicle, which probably will continue to exist in a separate shape, but as a multiple multifunctional moving space that will be available.****bold text** You no longer need don't need space for the driver, you need to have another experience. 

So, the future of transportation in big cities will be multiple form integrated into an offer of multiple services, coordinated and interactive. 


large_PHOTO-2022-10-19-20-32-30_1.jpg

medium_PHOTO-2022-10-19-20-32-30_1.jpg

small_PHOTO-2022-10-19-20-32-30_1.jpg

thumbnail_PHOTO-2022-10-19-20-32-30_1.jpg

PHOTO-2022-10-19-20-32-30_1.jpg

Fabio Filippini: “The transportation world is going through a major revolution like what happened when the candle went to the electric bulb”

large_PHOTO-2022-10-19-20-32-33_1.jpg

medium_PHOTO-2022-10-19-20-32-33_1.jpg

small_PHOTO-2022-10-19-20-32-33_1.jpg

thumbnail_PHOTO-2022-10-19-20-32-33_1.jpg

PHOTO-2022-10-19-20-32-33_1.jpg

Mormedi landed in New York with offices and an a award as Product Designer of the Year 2022 at the [NY Product Design Awards](https://nydesignawards.com/winner-info.php?id=846) for the project “Designing the freight transportation for the future” with [HyperloopTT](https://www.hyperlooptt.com). 

Mormedi Inc. has been created to strengthen the company's presence in the North American market, under the leadership of the company's founder and CEO, Jaime Moreno. The main focus will be in the United States, where the firm has been working constantly and permanently for more than four years with multinational clients in the mobility and retail sectors. 

"The opening of Mormedi in New York is part of our internationalization plan. More than 50% of our revenue comes from clients from outside of Spain and the US market has an enormous growth potential, both for its size and for its agility in business and innovative capacity," says Jaime Moreno. 

The company currently has headquarters in Madrid, offices in Tokyo, London and New York, as well as business partners around the world. 

# 2022 NY Awards: Product Designer of the Year

Mormedi's arrival in New York has been accompanied by the recognition of the project carried out together with the American company HyperloopTT, "Hyperloop - Defining freight transportation for the future". This distinction is in addition to the [IF Product ](https://ifdesign.com/en/brands-creatives/company/mormedi/3084)Design Award 2022, which the same project received in April this year. 


large_HyperPort NYAwards.png

medium_HyperPort NYAwards.png

small_HyperPort NYAwards.png

thumbnail_HyperPort NYAwards.png

HyperPort NYAwards.png

Mormedi arrives in New York with a NY Product Design Award 

Here we share the interview given by [Diego García,](https://www.linkedin.com/in/diego-garcia-garcia-design/) Industrial Designer at Mormedi to Izzy Kington for the [Annual Showcase 2022 ](https://rii.mydigitalpublication.co.uk/publication/?m=63352&i=756327&p=40&ver=html5)from Railway Interiors International Magazine. Diego has been part of the team that developed HyperloopTT cargo transportation system, as well as our different projects for Alstom, Quantron and many other mobility initiatives. 

**Have any material innovations or trends caught your attention recently?**

There is a general trend where the user wants to perceive sustainability. Brands from other
sectors, such as Nike or Smile Plastics, show the recycled raw material in their products,
creating a kind of irregularity that is very attractive to the public.

There is a clear trend towards the use of more sustainable materials in train interiors,
considering the whole lifecycle, including where materials come from and how they will be
recycled. For seat upholstery and other textile elements, we’re seeing the use of fabrics and
felts made from recycled PET.

Bio-based materials are being developed as vegan substitutes for animal leather – for
example made from mycelium, coconut or sugar cane fibres. Natural fibres or composites
made from coffee grounds or recycled paper can be used for single-use amenities such as
food trays and packaging.

**Are there any technological trends you’d like to highlight?**

Passengers are surrounded by technology and expect to be able to continue their daily
digital experiences during their trip. There is also an opportunity to modernise and digitalise
parts of the onboard experience, for example incorporating real-time wayfinding
information into signage, and food pre-ordering capabilities.

Thinking further ahead we can imagine AR experiences that enable positive and useful
communication with the user, for example regarding the train’s sustainability credentials,
onboard materials, or historical or geographical information about places along the route.

**Have you seen a change in design priorities of late?****bold text**

There has been an innovative push in aircraft design over the past 20 years, due to
liberalisation and increased competition. The same will happen in rail, so we should see a lot
of change and innovation over the next five to 10 years.

Key drivers for new design approaches include requirements for accessible travel for all
passenger typologies; sustainability; more personalised offerings for specific passenger
needs; and increased integration of digital and physical experiences.

**Are there any other trends you’d like to highlight?**

The industry should take advantage of new EU regulations that will favour the use of the
train over aircraft and cars. Trains should adapt to meet the needs of current travellers and
integrate solutions that are already standard for other means of transport.

An emerging and attractive niche market is luxury trains. This is a new world to be explored,
applying new solutions and technologies to renew this small and traditional sector, creating
aspirational products that improve the image of the brand and operator.

large_Railway2.png

medium_Railway2.png

small_Railway2.png

thumbnail_Railway2.png

Railway2.png

Railway Interiors International "Annual Showcase 2022": The shape of things to come 

We are thrilled to share that our project HyperPort cargo solution, developed together with [HyperloopTT,](https://www.hyperlooptt.com) was awarded with a [German Design Award 2023 ](https://www.german-design-award.com/en/)on the category of Excellent Product Design/Conceptual Transportation. 

The German Design Award is known as one of the most distinguished recognitions within the design world. It is hosted by the [German Design Council](https://www.german-design-council.de/en/about-us), the expert for brand and design in Germany. It was established on the initiative of the German Bundestag (the lower house of German parliament) as a foundation in 1953, it supports the industry in all matters consistently aimed at generating an added brand value through design. 

This is the third award Mormedi has received for the HyperPort cargo solution this year. In June the project was awarded by the [IF Design Award 2022](https://ifdesign.com/en/winner-ranking/project/disrupting-the-future-of-cargo-transportation/346230) in the discipline of “professional concept” and later in October, the company was elected “Product Designer of the Year” by the [New York Design Awards](https://nydesignawards.com/winner-info.php?id=846) for the HyperloopTT initiative. 

“The transportation world as we know it, is going to go through a major change within the next years because innovative solutions like HyperPort will become a reality. We are honored to take a part on this disruptive future”, said Mormedi’s CEO & Founder, Jaime Moreno.  


large_MicrosoftTeams-image (13).png

medium_MicrosoftTeams-image (13).png

small_MicrosoftTeams-image (13).png

thumbnail_MicrosoftTeams-image (13).png

MicrosoftTeams-image (13).png

Mormedi and HyperloopTT win a German Design Award 2023 for HyperPort cargo solution project

large_MicrosoftTeams-image (14).png

medium_MicrosoftTeams-image (14).png

small_MicrosoftTeams-image (14).png

thumbnail_MicrosoftTeams-image (14).png

MicrosoftTeams-image (14).png

Our Future of Mobility tool set

At Mormedi, we are dedicated to supporting our clients' growth. Services are changing dramatically both regarding “what they offer” and “how it is being offered”, driven by changes in society, business, and technology. 

We create unique tools that empower our service design approach and that allow us to ponder complex questions and explore possible futures from a holistic perspective. This tool provides a method as well as rigorously researched content to inspire a high-quality collaborative conversation about possible futures.

Learn more about our Future of Mobility tool set [here](https://cms.mormedi.com/uploads/Web_Mobility_6a43ebbc5b.pdf)


large_berlin-g201694f3c_1920.jpg

medium_berlin-g201694f3c_1920.jpg

small_berlin-g201694f3c_1920.jpg

thumbnail_berlin-g201694f3c_1920.jpg

berlin-g201694f3c_1920.jpg

Future of Mobility

When we visualize the future of mobility, it's crucial to broaden our perspective beyond immediate surroundings and individual experiences. Mobility isn't just about movement; it's about addressing specific needs that vary from one region, culture, and individual to another.

At its core, mobility is about problem-solving, with every region, city, neighborhood, and individual possessing unique requirements. Thus, it's a mistake to assume a 'one-size-fits-all' approach to future mobility. Resilience and adaptability are essential given our rapidly shifting landscapes and evolving natural systems.

However, this doesn't rule out some fundamental design principles. A sustainable, efficient, and universally accessible mobility infrastructure is the goal. When we see mobility as a system, it allows adaptability to a wide range of scenarios, ensuring no stone is left unturned and avoiding oversimplification.

To truly understand mobility, we need to dive deep, from the broader landscape down to individual neighborhoods and citizens. Factors like regional characteristics, transportation infrastructure, urban development, emerging technologies, cultural dynamics, community needs, and user necessities all combine to shape our mobility patterns. By recognizing the interplay between these factors, we can grasp the movement dynamics of vast territories or even a quaint village nestled against a hill.

Mobility is complex. Embracing this complexity is the key to addressing it effectively. Our view must be holistic, encompassing past, present, and future trends. It's about understanding the intricate web of relationships and acknowledging that everything is interdependent.

Download the paper [here](https://mailchi.mp/mormedi.com/receive-our-latests-paper-from-mormedi)

Mobility

Connected Services

Financial

Smart Spaces

Consumer Products

Some clients